Nominations and Shortlists

This has been an exciting week for Metail.

Our collaboration with ITV’s This Morning, ‘Take Over the Makeover’, was nominated for a BAFTA Television Craft Award for Digital Creativity in 2014 and our partnership with Warehouse was also shortlisted for a BT Retail Week Technology Award for Customer Experience Technology of the Year.


Awards logos


‘Take Over the Makeover’ was an engaging and innovative fashion segment which saw This Morning viewers become personal stylists from the comfort of their living rooms. Every month, This Morning’s in house fashion expert, Faye Sawyer, competed against the public to find the perfect outfit for one lucky viewer. A virtual wardrobe of various garments were housed in a bespoke online fitting room created by Metail and ITV whereby users could drag and drop clothing onto the MeModel of the selected viewer and then save and share their favourite look. Back in the studio, This Morning’s resident stylist would also select one outfit from the same wardrobe. The highest collective viewer’s submissions would create one outfit option, which was then pitted against the stylist’s choice. Ultimately, the featured viewer would make the final decision, and would model the winning outfit on the catwalk, live in the studio.  From the pilot in December 2012 until the final segment in January 2014, ‘Take Over the Makeover’ continued to grow in popularity both in terms of submissions and value, seeing an average submission rate of more than 19,000 per edition with a peak of 32,000 submissions in October 2013, where viewers were asked to style This Morning’s presenter Ruth Langsford to coincide with the show’s 25th anniversary.

According to ITV, ‘Take Over the Makeover’ was consistently one of the highest rated features with viewers whenever it was on air and in total delivered more than 147,000 unique visitors generating 240,000 submissions proving its popularity with viewers.

The collaboration with ITV was a great success and we were thrilled to have been nominated for a BAFTA.

We have also managed to ensure that our team get to walk the award’s red carpet in style on Sunday, April 27 so keep an eye out for us and our update the following Monday.




Metail have been working with Warehouse since 2012 and our relationship continues to grow from strength to strength. When Metail launched with Warehouse, we set out to create an exciting and visually captivating platform that users could engage with increasing site dwell time, average basket spend and reducing return rates. We are delighted to have had this innovative partnership recognised by the BT Retail Week Technology Awards 2014 for Customer Experience Technology of the Year.

Fiona Harrison, Digital Manager at Warehouse said “The fitting room app from Metail has offered our customers the chance to try on before they buy and their feedback has been really positive. The introduction of outfitting not only allows customers to style themselves as if they were in a fitting room, but also make sure the size they are choosing is correct.”

Warehouse and Metail



Click here to see examples of Takeover the Makeover:

Metail – Take Over the Makeover – This Morning 1

Metail – Take Over the Makeover – This Morning 2

Metail – Take Over the Makeover – This Morning 3



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