Fashion giants Asos and Marks & Spencer are among retailers to have signed up to new personalised shopping site Garmentology, which recommends items to shoppers based on their body shape.

More than 10 top fashion retailers, also including Boden, Coast and LK Bennett, have products featured on the website, which soft-launched this month and attempts to bridge the gap between online and offline shopping.

The site will begin advertising to consumers within the next six months, when it plans to have upped the number of retailers on board. Details about the size, shape and proportions of shoppers are recorded, from leg length to wrist size, and the site then suggests suitable products from participating retailers with a link to their sites.

Retailers can also integrate Garmentology’s technology into their own website. Shoppers’ body shape details will be remembered every time they visit and the retailer can personalise a range of products. Garmentology is still awaiting a retailer to sign up to the integrated service.

Garmentology director Susanne Newman said: “Personalisation gives a bespoke shopping experience without having to visit a store.”

Fellow technology specialist Dressipi is also developing a personalised shopping platform that fashion etailer will integrate on its website. Fashion giant Asos is also understood to be developing its own for its site.

Net-a-Porter’s new menswear site Mr Porter launched this week. The site features an online magazine and has a team of personal shoppers.

Click here for this week’s Webwatch on Mr Porter