"A VMBeacon is a version of a bluetooth light beacon; we've custom made the beacon and it goes within our visual merchandising equipment," said Coe.
Customers who download the Iconeme app will be notified as they pass shop windows containing interactive manequins, welcoming them into the store and invites them to launch the app.
They can then browse or save the look, share with a friend or purchase from the retailer's website.
Iconeme is launching with Jaeger on London's Regent Street, House of Fraser in Aberdeen via its online store, and Bentalls shopping mall in Kingston.
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