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. Nike, for example, recently launched Nike Virtual View, a virtual try on feature that enables customers to try garments on virtual models of varying shapes and sizes. With brands and retailers recognizing the benefits of virtual clothing try on apps and tools, these unique try on experiences are being developed and deployed throughout the fashion industry. This investment has allowed the retailer to develop and launch its own clothing try on experiences, such as its ‘Be Your Own Model’ feature, which allows shoppers to display products on top of their own photos instead of existing fashion models. Walmart is another retailer investing heavily in the clothing try on space, having acquired virtual clothing try on app Zeekit in 2021 before following up its purchase with the acquisition of AR technology startup Memomi a year later.
Brands have the option of offering the complete capabilities of the solution or incorporating stand-alone try-on or 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.
Likewise, 3DLOOK’s YourFit solution, the first and only integrated virtual clothes fitting app that combines AR clothing try on with size and fit recommendations. Amazon-owned startup Body Labs, for instance, has developed a ‘blended reality system’ that allows consumers to visualize themselves wearing virtual clothing in a virtual setting, such as a beach or gala event. Using a camera-equipped device, 3D virtual fitting technology is already providing this experience. 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.
However, virtual try-on technology won’t only be deployed in stores.
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