With the Internet revolutionising the way we shop, customers are increasingly avoiding dressing rooms, opting instead for the comfort of online shopping that usually offers liberal return policies. In a bid to entice customers back, some shops have been testing various amenities including so-called intelligent dressing rooms that allow users to “try on” different items without having to actually change clothes.

Going one step further, the recent Fashion Tech in Tel Aviv aimed at bringing together the worlds of fashion and technology to see how the two can work together.

Yael Kochman is the organiser of the event: “With technology you can change the way that people consume fashion, whether it’s online or in store, in real life, you can also do an omni-channel experience and combine the online and the offline together, and those startups really take it to the next level,” she said.

Omni-channel retailing is a multichannel approach that seeks to provide the customer with a seamless shopping experience whether online, by phone or in an actual shop. The startup ‘Infime’ has developed an app that helps women chose lingerie in the right size without having to try it on, by measuring the body in 3D.