How virtual fitting rooms are changing the way we shop for clothes?
My Two Cents #3
Hi Followers, I am using this weekly series to share my opinion, which is obviously formed by actively following multiple sources of information, to form a picture of how I really look at certain tricks, trends, techniques, topics and theories around fashion... Also sometimes, they'll be just my thoughts.
When exploring fashion's digital evolution, the perplexing rise of virtual fitting rooms always leaves me in a state of both confusion and awe. Being a fashion tech enthusiast, despite my initial apprehensions about this futuristic technology, I am looking forward to seeing what it has to offer.?
As I was dealing with this confusion, reading some optimistic words from Stefan Hamann in his recent post made me hopeful and put me at ease. The title of his post was “Never Fear the Hawaii Shirt Again” followed by a picture of him standing in a Hawaii Shirt! He believes that virtual try-ons will help consumers make informed decisions by allowing them to see how the product of their choice will look exactly on their body. This will also help online retailers by drastically reducing return rates . He further added how fashion disasters will become a thing of the past - all thanks to Virtual Try-ons!?
After doing a bit of research, I was able to gather information on how virtual fitting rooms will influence our shopping decisions and reading about this topic also provided me insights on what is happening around the world and how the fashion industry is responding to this new-found tech. My initial introduction to Virtual Try-Ons (VTOs) happened when I decided to shop online for eyewear from Lenskart . I was intrigued but I? am yet to try the same for clothes.
Let’s begin the exploration by checking out,
If you too enjoy shopping online like me then you must be familiar with the struggles of finding the right fit and size. It is so hard to imagine how the clothes will actually look on me in real life. Virtual fitting rooms are helping bridge that gap by first showing the product on the model and then on us. When I hear about homegrown fashion brands embracing new technology, it fills my heart with joy. Biba being a popular ethnic fashion brand in India has a large customer base. Their collab with Astrafit , a VTO service for fashion e-commerce is such a power move because it will help in recreating a real-life dressing room experience virtually on Biba’s website. The fascinating thing about Astrafit is that it constructs a precise 2D body model of the customer virtually, to help determine not only the right size but also the right length of the garment. This is very different from normal size calculators that only work on? fit and size approximations.
Prior to Biba, online fashion retailer, Myntra had introduced an offline store in Bengaluru in 2017 for its private label Roadster . It was supposed to give a VR shopping experience to its customers but only ended up using it as a promotional tool. With this, it failed to deliver and succumbed to losses which led to its subsequent shutdown in March 2019 .
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As online platforms like Myntra and Ajio embrace virtual trial technology, the lines between physical and digital realities blur, leaving me in a perpetual state of bewilderment and awe. This metamorphosis of online shopping isn't just a convenience to us; it is an opportunity to recreate the feel of trying on clothes in a somewhat tangible sense. The rise of AI-driven sizing and 3D visualization introduces an element of uncertainty which makes the online shopping experience both bewildering and exciting.?
According to Myntra, the tools and technology needed for a virtual experience aren’t fully developed yet. Meanwhile, their technology team is working on developing a feature to make size recommendations based upon data provided by their customers. It will require large investments from companies to develop the right tools and tech to make it a reality in near future, which is not a possibility for every fashion brand.?
Reading about Forbes' blog on a similar theme made me aware about the mutually beneficial relationship that consumers and retailers can share when using VTOs. By providing access to Digital dressing rooms to their customers, online retailers will also get access to a large amount of data that can be collected from customers as they try on clothes. It will be similar to how traditional online retailers collect data from customers as we browse websites. This invaluable data will help retailers in improving recommendations to their consumers. Conversion rates will go up too based upon accurate recommendations.??
Besides online platforms, physical stores too are integrating this VR technology to enhance shopping experience. The introduction of “magic mirror” technology is another addition. With such mirrors, customers will be able to access the entire inventory without actually putting them on! For instance, Amazon has opened its first Amazon Style store where customers will be able to scan codes directly from the app to get the item delivered to their fitting cubicle in their size (based upon their previous purchases).
Such stores and facilities are still in their infancy stage of development in many countries including India because of the huge investment they require. Until then, we can only wonder about all the possibilities surrounding them.
The ability to virtually try on clothes introduces a level of confusion and challenges the traditional decision-making processes, which will take some getting used to. After all this exploration, there is one thing that I am certain about: the transformative power of this innovative technology is going to? reshape the entire retail landscape. This thought often leaves me simultaneously bewildered and amazed. This technology may arrive a little late in its fully developed form in India but I hope it will be worth the wait.
Have you ever had the opportunity of trying virtual fitting rooms? What was the experience like? Did you leave you both baffled and captivated? Let's share experiences, and navigate this digital journey with me!?
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