Virtual fitting rooms are the online equivalent of a dressing room in a store. The technology allows customers to try on clothes, various accessories, or even test cosmetics virtually, without leaving home. To see how a certain item looks on the body, there’s no need to physically handle the goods. Whether the size and fit are right can be checked using a live image on a computer or smartphone screen.
What will be discussed?
- What is virtual fitting technology?
- How does a virtual fitting room work?
- Disadvantages and advantages of online fitting rooms
- Conclusions
The ability to virtually try on clothes appeared around 2005. That’s when the Intellifit system was introduced, which was purchased by Unique Solutions in 2009 and renamed Me-ality. Today, more and more brands are using this technology and offering their customers a full online shopping experience.
“It is forecasted that the global virtual fitting room market will grow from $4.03 billion in 2022 to $14.87 billion in 2029. This represents an average annual growth rate of 13.44%”. Elise Dopson, «What Are Virtual Fitting Rooms and How Do They Work?»
What is virtual fitting technology?
A virtual fitting room is a tool for online stores to improve online shopping. The technology allows customers to make quick and error-free choices of products and significantly improves website metrics.
The majority of virtual fitting rooms are based on augmented reality technology. A webcam scans the human body and creates a three-dimensional model based on this image, which can be rotated 360 degrees.
There is also another type of online fitting rooms created with so-called artificial intelligence. “Smart” machine algorithms are used for measurements and reproduction of the buyer’s external characteristics.
Body Scanners
Some scanners read images from webcams, while others identify and record a person’s external data using special detectors or Kinect sensor arrays. They are predominantly installed in large shopping centers. The customer needs to go through the scanning process, and thereafter, they can use the information saved by the device when choosing clothes in an online store.
Virtual Mannequins
Similar to playing “Sims”, the user drags and combines items on a virtual mannequin. Clothes or accessories are pre-photographed on mannequins.
Real 3D Simulation
In this case, one can obtain a 3D mannequin that closely resembles the buyer, visually rendering the person in the chosen clothing with photographic accuracy.
Virtual Mirror
An online fitting room with augmented reality simulates a real mirror in front of which you can turn around and assess how the clothing fits the figure. The principle of operation involves superimposing a 3D model or image of clothing on the client’s video stream in real-time with motion replication. This uses a webcam, smartphone camera, or 3D camera.
Some companies simplify the process by simply posting images of clothing on several models with different parameters on their websites, as well as videos or plugins with interactivity, such as the ability to rotate the model.
However, nothing can replace a quality online fitting room. This is exemplified by famous companies such as Walmart, Zeekit, Levis, and many others investing in virtual fitting rooms. In 2019, the brand Gucci launched a mobile app for comfortable shopping.
How does a virtual fitting room work?
The operating principle of a virtual fitting room depends on the technology at its core. Let’s consider how the online fitting room on the Nesting Olive brand’s website works. The Style Me service demonstrates clothing on virtual mannequins created based on data entered by the user.
A website visitor can enter the fitting room using a special widget — the “Fitting Room” button.
Imagine you are shopping online. On the right side of the screen, you see a 3D model of a dummy. You will answer some questions about your size, style, etc. Your answers help create personal suggestions for you and show you how different clothes will look.
- You pick your bra size.
- Choose the shape that looks most like your stomach.
- Identify your body type, like pear or hourglass, etc.
- You can create a “look” by choosing clothes.
- You can turn the dummy around 360 degrees and zoom in to see better.
- You can also make the dummy look more like you by changing its face, hairstyle, and hair color, and more.
After you do all this, the dummy saves your choices. You can change anything at any time. This way, you get a very realistic idea of how you will look in the clothes. This is better than a standard size chart because it considers your body’s unique shape.
Usually, models who show clothes in online stores all look the same. It’s hard to know how a piece of clothing will look on different body shapes and features (like if you have wider hips or shoulders, or a round stomach). Virtual fitting rooms solve this problem and are fun to use because they are interactive.
Drawbacks of Online Fitting Rooms
The only downside to virtual fitting rooms is that some people prefer real-life shopping with a consultant present. They want to touch and feel the fabric. Conservative shoppers do not trust modern technology for shopping. They won’t buy something until they see themselves in the new outfit in front of a mirror.
Benefits of Online Fitting Rooms
- Saves shoppers’ time.
No need to go to the store, try on different styles, or exchange sizes — all this can be quickly done at home on a computer or smartphone.
- Increases website conversion.
Integrating a commercial website with an online fitting room service can triple the number of orders.
“According to fashion brand Rebecca Minkoff, 65% of visitors are more likely to place an order after interacting with a product in augmented reality” — Elise Dopson, «What Are Virtual Fitting Rooms and How Do They Work?»
- Boosts target audience loyalty.
The ability to view a product from different angles makes the decision-making process easier. If a similar item is available on a competitor’s website, even at a discount, customers are likely to prefer the online store with a virtual fitting room.
- Increases the lifetime value of a customer.
Most customers will rely on a positive experience and make repeat orders.
- Raises the average purchase value.
Fitting rooms make shopping more interesting. This means customers are less likely to stick to just one item, as it’s so much fun to try on recommended items and put together a complete look.
- Promotes the website.
At first glance, it seems that interactivity doesn’t affect SEO, but users who spend time in the virtual fitting room increase the average time spent on the site and the duration of page views.
- Reduces the rate of returns and negative reviews.
Returning a product is a cause of many formalities and financial losses. If a customer fails to return unsuitable clothing in time, they may leave a negative review, impacting the brand’s reputation.
“Estimates suggest that 30% of e-commerce returns happen because the size was too small. Another 22% happen because the customer ordered a size too big.” — Elise Dopson, «What Are Virtual Fitting Rooms and How Do They Work? (2023)»
Apps for Creating an Online Fitting Room
The cost of a virtual fitting room depends on the technology and features available to the user. The price of the most popular services with a wide range of functionalities varies from $129 to $549 per month. The brand TA3 SWIM uses the 3DLOOK service. In the process of choosing a swimsuit, the user scans their body from a smartphone. Based on the measurements, the optimal size is calculated within 60 seconds.
Brands like Jul, C.L.A, Warby Parker, Knix, and even a fashion giant like Gucci — all use virtual fitting rooms.
You can use one of the services to create virtual fitting rooms, like Style.me, Klarna Virtual Shopping, or download a ready-made app from Shopify App (PITCOFiT). Apple’s ARKit platform allows brands to create their own virtual fitting rooms for iOS.
Virtual fitting rooms are not only for trying on clothes but also for choosing cosmetics. The brand Charlotte Tilbury installed a virtual mirror in its store in London, and later in Kuwait, Hong Kong, Dubai, and others. Visitors can see themselves with different makeup, take a selfie, and post it.
A special tool provides recommendations for finding the perfect look. The mirror is created using the AR Holition platform.
Conclusions
- A virtual fitting room is an effective marketing tool that improves interaction with customers and takes online shopping to a new level. The selection process becomes more emotional and simpler, and choosing the right size or other parameters becomes more successful.
- Virtual fitting rooms are constantly being improved and are becoming more accessible to sellers around the world. It’s a misconception that such technologies are only necessary for the luxury segment or well-known companies. Any online store can try the technology and increase sales with an online service or app.
