The UK's first ever "Virtual Sales Advisor" for the clothing industry is being 'employed' in a joint pilot scheme between textile giant Gore and high street chain Debenhams.

Shoppers looking at the Maine New England skiwear range at Debenhams stores in London and Glasgow can now touch a screen that allows them to "interact" with the garments.

Features such as hood, front fastenings or fabric can be highlighted, then data on their benefits called up. It also explains how wearers are kept dry and warm with the hi-tech fabric.

John Overdiking, Trade Marketing Associate at Gore, said: "Technical textiles do not have to be the preserve of hill walkers, mountaineers and extreme sport enthusiasts.

"This latest venture is all about making Gore-Tex fabric more accessible to a wider audience in a way that's relevant to them.

"The system provides shoppers with their very own virtual sales advisor where they can have even the most basic of questions answered - without fear of embarrassment."