Tesco has begun trialling virtual try-on technology for its F&F clothing range at its Sandhurst Extra store, allowing shoppers to view selected garments on a digital image before purchase.
The AIUTA-provided digital screen allows shoppers to take or upload a photograph to virtually view around 1,500 F&F menswear and womenswear items.
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Customers can also select a digital model to see clothing displayed in different sizes.
Tesco said the test is intended to help it understand whether the technology enables shoppers to find styles and make purchasing decisions with greater confidence before buying.
The virtual try-on installation is part of a wider refresh of the F&F offer at the Sandhurst store. The retailer has added changing rooms and a dedicated service hub intended to simplify checkouts and returns, while the clothing department has received new signage, lighting and display updates.
In addition, customers will also find a broader F&F range in the store, spanning womenswear, menswear and childrenswear.
The clothing trial coincides with an expansion of Tesco’s online fashion assortment. The supermarket said customers can now access hundreds of additional styles, more sizes and ranges exclusive to its online service. It has also updated online search tools and added styling content and fashion imagery to the digital offer.
The trial comes after growth in Tesco’s F&F clothing operation. For the financial year ended 28 February 2026, the retailer reported F&F sales of more than £1.2bn ($1.59bn), up 5.1% on the previous year.
