One of the biggest reasons for returned product from eCommerce purchases is incorrect fit. In addition to this being a poor customer experience, it's also bad for the environment. Technology is creating many ways for fashion to be more sustainable and fit is one of them. Here's some virtual fitting technology companies that are innovating the fit problem
How Virtual Fitting Rooms Work
There’s not a “one fit’s all” when it comes to virtual fitting rooms, as most of them work differently. Some of them create an entirely digital “you” avatar, from skin tone, to hair, and body type; while others just help you find your measurements. Either way, these software’s are becoming more and more sought after due to the pandemic and the more popular solution of online shopping to avoid the hustle and bustle of crowded malls.
When an avatar is involved, the process begins when the person using the virtual fitting room is captured on video. The recording device is most often a smartphone, making the experience easily accessible and comfortable. The video is then identified to find a range of key points or locations of the human body allowing the application to understand the customer’s unique contours and size. The item is then displayed on the customer, virtually, so they can decide whether or not they want to move forward with their purchase.
Virtusize.com is a virtual fitting room software for brands with easy-to-follow step-by-step guides that will allow customers to find their perfect fit. Customers can click the “Check the fit” button located on the product page, compare with a previous purchase they have at home, or measure a favorite item and entering in two to four key measurements to guide them to the best size.
Magic Mirror Kiosks are used in retail stores that will read the body’s 3D key gestures. This includes raising your hand and scanning facial expressions to provide a real-life representation of the shopper. This software allows in-person shoppers to “try on” the product without having to use a fitting room, which is seeming to be our new reality as many retailers still have theirs closed even post-pandemic. This will help eliminate the number of people trying to return items in stores, keeping crowds smaller and lines shorter.
Metail, located in Cambridge, UK, provides innovative 3D body modeling and visualization products for the garment industry. Their product, EcoShot, is a visualization tool that allows designers the opportunity of creating imagery and communicate their 3D garments with ease. This is a designer’s virtual photo studio that creates true-to-life garments-on-model imagery and presents 3D clothes to real people. Although this product won’t directly affect consumers firsthand, it will help designers, product managers, merchandisers, and buyers make decisions in selling and using fewer samples.
eCommerce and Sustainability
The rise in eCommerce and free shipping and returns has created a new consumer habit of shopping to try on not to purchase. Many customers regularly purchase a fitting room worth of product to try on at home and return what they do not want. Sometimes all of it. But this convenience comes at a cost to the environment. By over shipping we are using more plastic and more carbon emissions with each leg of the shipping process. By educating our customers on safe sustainable shopping habits and better fitting technology we can attempt to reduce the environmental impact in fashion. Every step helps.
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