Hawes and Curtis’ e-commerce director, Antony Comyns, is pleased with the results so far.
“Not only do we expect it to increase sales,” Mr Comyns says, “but it should also cut down on returns, because customers should be receiving a product that fits perfectly on their bodies.”
But what retailers are really pushing for is the female version of the Fits.me mannequin.
On average, women spend much more on clothing than men.
But the female robot is much harder, says Professor Kruusma.
“You can’t just take a male mannequin and put breasts on it. That doesn’t work,” she says.
And, she notes, its about more than just more complicated biomechanics.
Women, she notes, also tend to be more discerning in their clothing purchases, trying a wider variety of cuts, styles and shapes before deciding on an item.
That makes getting the female robot right an even harder task.
Still, the company hopes to have it ready in October.
Is Prof Kruusma afraid, though, that there might be a danger in making Fits.me too realistic? That, just maybe, some people don’t want to see how they really look?
“That’s a very real threat,” she says.
“We give you immediate feedback on what you look like in a particular item.
“You can try on a selection of styles and sizes, even if you are size XXL.
“Hopefully you can find something and say, ‘hey, that looks pretty good on me. I actually like my majestic figure’.”