A new virtual 'try-on' technology is being launched by fashion-tech company The Modern Mirrror aimed at transforming and redefining consumer purchasing behaviour by merging cutting-edge body-imaging technology with 3D visualisation.

The Avant-Garde Fitting System (AFS) technology allows customers to virtually try on clothes, online or in-store, via a bespoke interactive image. Customers are able to experience how the item looks, fits and wears on their own personal image without having to step into a store.

The personalised digital image of the consumer is captured in 3D through partnership with 3dMD, a leading expert in 3D body surface imaging technology. 3dMD says it has applied its knowledge and expertise of scanning live subjects to the "highest degree of accuracy".

The Modern Mirror believes this new technology has the potential to "disrupt and redefine" the luxury retail industry.

"The Luxury Institute White Paper found that the majority of luxury brands are losing up to 90% of their clientele in any given year and will retain less than half of their top customers," says CEO Nicole Reader. "As our lives get busier, people will increasingly default to the ease of digital but through this channel it is harder for brands to achieve the level of loyalty they have managed to date. That's where The Modern Mirror comes in, as it is instantly attractive to tech-loving millennials — who are the entry level luxury customers of the future — increase buyers' confidence, and enables fashion brands to stay ahead in what is a competitive and highly niche market."

Modern Mirror says the interactive custom 3D image increases the chance of sale as customers can be reassured a garment suits them or is complementary to their body-type before purchase, as well as reigniting loyalty through the digital experience delivered.

"There are currently no similar fitting systems in the marketplace and The Modern Mirror is poised to take a front-runner position in the virtual try-on industry," the company says. "Pressure to increase profitability and continued growth in e-commerce is creating a steadily increasing demand for virtual try-on and fitting solutions for clients when purchasing garments in a retail and online setting. The Modern Mirror will push the boundaries of fashion and technology by embracing the technologies of tomorrow."

The Modern Mirror says it is in advanced discussions with a number of luxury fashion houses globally for adoption of the technology, and is holding an exclusive preview in London on 6 April.