UK: Apparel retailers to install virtual fitting rooms
The fitting room displays garment pictures that correspond to shoppers exact body size and shape
Retailers including Adidas, Hugo Boss, LK Bennett, Nicole Farhi and Superdry have signed up to install virtual fitting room technology from Fits.me.
The Fits.me Virtual Fitting Room will enable online shoppers to customise mannequins to their individual measurements so they can see how clothes look on them before they buy.
It is able to pull key garment pictures from the database that correspond to a customer's exact body size and shape.
Fits.me founder and chief executive Heikki Haldre said: "Addressing the online fit problem is becoming a high priority activity for retailers and brands, as an increasing proportion of sales come from their online channel.
"Resolving the inability of shoppers to physically try on clothes when shopping online brings important, significant and measurable benefits in terms of reducing garment returns for reasons of fit, and in increasing conversions by overcoming buyer hesitation."
The Superdry, Adidas and Hugo Boss agreements span multiple overseas websites.
"This is a strong indicator of both the international nature of the fit problem and of the Fits.me Virtual Fitting Room solution," Haldre added.
The virtual fitting rooms, which are being branded for each retailer, are expected to launch when they unveil their spring/summer collections.
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