Euro Startup Competition Plugg Names Its Winner, a virtual fitting room for internet clothing retailers based on robots (yes really) has won the European startup competition in Brussels, Plugg.

It’s actually even cooler than it sounds. By creating robotic shape-shifting manakins and testing how people reacted by seeing clothes on the robot with their dimensions, sales actually went up.

Only 7% of all clothing is sold online today, a $36bn market It’s $20bn for computers), because you can’t see how the clothes look on a human body. The trial with partners showed these pictures of adjustable manakins wearing clothes increased sales three times and dramatically reduced returns by 28%.