The global shift towards e-commerce has exploded in recent years, and the multi-trillion dollar industry continues to grow. However, for all the convenience of online shopping, some fun was lost along the way.

Today’s consumers are smart and increasingly picky. Retailers who manage to offer both convenience and experience win in the big e-commerce marketplace.

The goal of each retailer is to use a well-known retail policy: If you can persuade buyers to try the product, the likelihood of purchase increases. For online channels, this rule has long been a limitation and buyers often need a push to move from placing products in virtual shopping carts to clicking buy. By re-creating the experience of trying clothing on, it can provide that motivation. Technology gives customers incredible autonomy around the shopping experience but it is still exploring new ways to make the shopping experience effortless and pursue solutions that will add value to the customer experience.

Virtual Try-On

Online shopping has completely dominated the market. Consumers like to hunt for products that can be bought online at an attractive price. But what looks nice in an e-shop picture doesn't always fit well with the customer's silhouette. Finally, such goods are frequently returned. What if you could match the clothes perfectly in the online store ? It is interesting how the virtual dressing room app works for customers and how it can be used to improve the browsing and shopping experience.

With 3D animation, everyone will find the perfect size for their clothes, their fit, material and how they look on the move. Before we buy, we'll be able to see how clothes will look on our silhouette. All we have to do is enter the key information about our body shape in the online store or mobile application, i.e. height, shoulder width, waist and hips. Based on the entered data, an exact 3D digital model of the client is generated. Then, when browsing the store's assortment, a short, high-quality animation is generated for each product in real time, presenting the clothes on the three-dimensional silhouette of the buyer. We can also try on the clothes we want to buy using stationary points. The method is very simple - the customer stands in front of an intelligent mirror that reads his appearance and dimensions. With the remote control of the hand, he selects the next clothes he wants to see himself in. With one hand movement, he can change the color of the measured shirt or choose another jacket. If the final result of the visualization meets expectations, he can find the things he watched in the store and see what they look like directly on it, or go straight to the checkout. The customer doesn’t have to carry heavy hangers, wait in line or waste time in a small fitting room. Thanks to this, he will be less tired and irritable, so the chance of buying something extra for the selected set increases. The primary goal of stationary virtual fitting rooms is to make it easier to buy and select clothes. One of the biggest problems facing online clothing stores is the ever-increasing number of returns. Research shows that in as many as 75% of cases consumers did not match the size of the clothes well, and almost 50% of cases are cumbersome to use. One in five consumers had a different idea of the product they ordered.

How Retailers Are Adopting the Virtual Dressing Room Trend?

The virtual dressing room benefits both retailers and their customers.

As an example, let's look at makeup giant Sephora and its Virtual Artist app. This application allows customers to try on the products of their choice. Users upload a close-up of the face and can virtually apply any cosmetic to their unique features, from eye shadow to bronzers and blushes. With this app, customers are satisfied with their purchasing decision. With the added use of close-ups, the app also allows customers to interact with the platform by watching tutorials on how to properly use and apply makeup products they want to buy. In this way, the brand provides customers with products that they might otherwise overlook.

Traditional clothing retailers also invest in virtual reality. Any customer who has had to struggle with squeezing into a traditional fitting room knows how inconvenient and time-consuming it can be. Whether a customer has to wait in a long line at a large mall in the city, or has to drive 30 minutes to the nearest mall, fitting rooms are usually not the highlight of their day. So it's important to bridge the gap between having to try on clothes and the tedious process of undressing multiple layers of clothes in a small fitting room to see the effect on yourself.

There are also several sites on the Internet that only serve as 3D virtual fitting rooms. In these online dressing rooms, customers can enter their height and weight (as well as their hair and eye color, if AI permits) to see how the clothing will fit their figure.

It all comes down to the customer experience - buyers want control when it comes to spending. They have a new way to try on their favorite styles anywhere they want – at home, at work, at the park, they decide :)

Taking the Dressing Room Home

Virtual dressing rooms are a novelty in themselves, but if there is a possibility of extending their capabilities, it will further improve the comfort of use. Virtual dressing rooms help customers visualize what they buy, but still lack that physical touch. Adding a deferred payment option extends the experience even further.

As payment solutions still evolve, e-commerce sellers can offer their customers different payment options, for example: pay after purchase. With this option, buyers can receive an order, test it, and then pay for what they want to keep and return any remaining items that don't look as good as they do in a virtual dressing room.

In an e-commerce environment driven by innovation and endless opportunities, customers ultimately come first and they can act that way. Pre-purchase virtual dressing rooms are the latest way retailers can deliver the best quality to their customers.

Benefits of virtual dressing rooms

  • Customers can try on the clothes before buying them online - it shows relatively accurate fit and look.
  • Less chance of returns - buyers already know how the clothes will look and fit.
  • Keeps the customer engaged for a longer time - trying out different clothes on a 3D-like avatar. This has a better chance of turning into a sale.
  • Time saving for the customer - no need to wait in long lines in shopping malls or stores.
  • Protects the sellers from damaged or soiled clothes - which happens due to heavy trying on by customers.
  • Browse products faster - the customer does not have to put on and take off clothes over and over until he finds the "only one".