Tesco has partnered with Aurasma to boost its F&F clothing range with virtual window shopping at its smaller central London stores, which don’t have enough floor space to display the clothes. Customers will be able to buy the F&F collection at the Covent Garden, Dean Street and Tooley Street stores for the first time.

F&F clothing designs will appear in the windows, allowing passers-by to use the Aurasma app to view a virtual showcase of the range via their smartphones. They will then be able to tap items on display to purchase the clothes. Emily Shamma, Tesco clothing online director, said:

Our smaller central London stores aren’t big enough to have clothing ranges, so this is a great opportunity to help us to reach new customers.

Tesco clothing