Virtual try-on: The future of fashion?
With e-commerce fashion sales set to double in 2022, soon tech-savvy consumers won’t view digital solutions as a luxury, but a right.
Using virtual try-on technology, fashion brands and businesses can blend the physical and virtual to create a customer experience that is safe, convenient, and efficient for customers, whether online or in-store.
Retail fashion is in the midst of a makeover. E-commerce sales reached a high of $ 4.28trn in 2020 and are projected to double to $ 5.4trn in 2022 according to Statista. However, this growth won’t be fueled by fast fashion as today’s consumers care more and more about the environmental impact according to the UBS report. In fact, some 35% of female shoppers intend to buy fewer, but better quality garments in the future.
With consumer demands changing, the store of the future will look vastly different from what we are used to. Customers will think twice about the products they purchase, and vast inventories of stock on the shop floor will make way for new, tech-driven experiences with augmented reality (AR) technology at the forefront.
According to Statista, the AR market is set to reach $ 198bn by 2025, up from just $ 3.5bn in 2017. Combined with 3D body scanning, AR technology will unlock innovations such as virtual try-on technology, predicted by 3D Insights to reinvent the fashion retail experience.
Snapchat x Farfetch collaboration that allows users to try virtual clothes on via the camera. Source: Forbes
3D virtual fitting technology: Unlocking the virtual fitting room
Known as virtual try-on technology, this enables consumers to try on garments for size, fit, and style without physically wearing the product. As a camera-equipped device captures the customer, underlying AR technology maps a realistic virtual representation of the product over their real-world image to show how the product would look on the customer’s body.
FXgear Produces An Augmented Reality Fitting Mirror Solution. Source: Visual Atelier 8
Through ‘magic mirrors’ dotted around the shop floor and inside fitting rooms, customers can try on clothes virtually without getting undressed. Vendors offer smart mirror technology that enables customers to change clothes, colors, and patterns effortlessly and instantly.
However, virtual try-on technology won’t only be deployed in stores. Consumers now view advanced, digital solutions as a given rather than a luxury, and will expect to be able to try clothes online through a virtual fitting room for ecommerce, no matter where they are.
Using a camera-equipped device, 3D virtual fitting technology can enable customers to try on garments over the internet. Amazon-owned startup Body Labs, for instance, has developed a ‘blended reality system’ that allows consumers to visualize themselves wearing virtual garments in a virtual setting, such as a beach or gala event.
Likewise, 3DLOOK’s YourFit solution, the first and only integrated solution that combines virtual try-on with size and fit recommendations.
The 2-in-1 solution is unique in its ability to produce an output that not only looks realistic in the resulting snapshots but also faithfully reproduces the measurements of the shopper, unlike other solutions that roughly overlay a photo of a garment over the shopper’s photo. Brands have the option of offering the complete capabilities of the solution or incorporating stand-alone try-on or size and fit recommendations.
YourFit is the first solution on the market to completely remove any uncertainties around shopping for clothes online. Pioneering brands using the solution have seen up to 48% decrease in return rates. Source: 3DLOOK
The benefits of a virtual dressing room for fashion businesses
By empowering customers to make more informed purchasing decisions, virtual try-on technology can alleviate many of the challenges faced by the fashion industry today: struggles with fit, sky-high returns, and the resulting impact on our environment.
💎 Increased Conversions
According to Shopify, conversion rates increase by 250% when products are supported by try-on technology. It’s no wonder — not only can customers address concerns over size, fit, and look, but they also have the freedom to explore options, make customizations, and try on a wider range of garments in less time, leading to greater conversion and higher spending.
Using virtual try-on, businesses can offer greater personalization options, which have a direct impact on sales and profits, according to Forbes Insights. Customers can visualize different personalization options through AR to create products that match their personality and style. With consumers interested in personalized products willing to pay a 20% premium according to Deloitte, virtual try-on technology also offers an opportunity for businesses to increase revenue.
Cisco StyleMe virtual mirror. Source: Flickr
💎 Reduced Returns
Over-purchasing contributes significantly to the $ 800m in returns faced by the e-commerce apparel industry each year, with 19% of online shoppers admitting to purchasing multiple versions of the same item to find the right fit, according to Barclaycard Research. Using virtual try-on technology customers can visualize themselves in a variety of styles and sizes before making a purchase, helping to significantly reduce costly return rates.
💎 Safe & Efficient Fitting
With stores slowly opening, in-store purchases could escalate the problem — according to a survey by First Insight, 56% of women say they would feel unsafe trying on clothing in dressing rooms following the pandemic. However, even when things will get back to normal, consumers would still have a need for totally revamped experiences, as once changed, the habits are not going to be the same as before.
Size and fit solutions will benefit consumers by removing the chore of finding sizes, waiting for a changing room, and undressing.
💎 Building Relationships
A smooth, reliable, and convenient omnichannel customer journey will help brands to form better bonds with their customers — 70% of customers are expected to show greater loyalty to brands that incorporate AR into their shopping experience according to CitrusBits. With customers able to share pictures of themselves wearing virtual products with friends, family, and via social media, virtual try-on can also help to spread brand awareness and attract new customers.
Leading brands pioneering virtual try on tool technology
Brands are beginning to explore the potential of 3D virtual fitting technology to increase sales, reduce conversions, and streamline the customer experience. Gucci, for instance, uses augmented reality to allow customers to try on sneakers via the Gucci app or Snapchat. By pointing their smartphone device at their feet, customers can see how a shoe would look from various angles.
Gucci teamed with Snapchat to launch shoppable footwear AR ‘Try-On’. Source: FashionNet
Through a similar partnership with Snapchat, U.S. retail chain Kohl’s has launched the Kohl’s Augmented Reality (AR) Virtual Closet. Customers can browse a virtual selection of jeans, t-shirts, and jackets; mix-and-match items to create trendy outfits, and try on a select range of Levi’s garments using their smartphone device. Through the Virtual Closet, customers can gain a sense of how a product will look on their body and complete the purchase without leaving the app (or their home).
U.S. retail chain Kohl’s has launched the Kohl’s AR Virtual Closet with Snapchat that features Levi’s apparel. Source: WWD
These examples offer a glimpse of what AR can offer. However, there is still significant potential to improve the technology and provide customers with even greater insight.
Nike, for example, recently launched Nike Virtual View, a try-on feature that enables customers to try garments on virtual models of varying shapes and sizes. With the model appearing in front of them, customers can pinch, zoom and swipe on their smartphone to gain a 360-degree view of the garment.
3DLOOK offers a similar solution. However, rather than viewing clothes on somebody else, 3DLOOK’s YourFit allows shoppers to see a photorealistic simulation of how clothes will fit and look on their own bodies. Online shoppers simply choose an item of clothing on your website and click on a widget on a product page to be voice-guided through a quick and easy scanning process using a smartphone camera. The solution then displays exactly how the item would look on the individual and what size would fit best, giving brands the unique ability to offer their consumers a genuine dressing room experience online.
YourFit utilizes photos of clothing taken directly from brands’ product pages, which makes it easy for brands to scale the technology and save time and resources, since there is no need for them to create digital copies of their collections in 3D. Source: 3DLOOK
AR virtual try on: The next big thing in fashion retail
Leading apparel companies from Louis Vuitton to Nike, and Walmart, are exploring the potential of augmented reality technology in the retail space.
Blending the ability to see and try products in a physical store with the convenience of e-commerce, virtual try-on technology offers a new, omnichannel experience that improves efficiency for customers and strengthens the bottom line for businesses.
Get in touch to find out how 3DLOOK’s body scanning technology enables innovative personalized shopping experiences and give brands actionable insights to optimize design, product development, inventory planning and distribution.