11 minute read
Virtual Clothing
VIRTUAL
FITTING ROOMS RESTORING POWER TO THE PEOPLE
Online shopping has overcome one of the fashion industry’s biggest challenges – the need for greater personalisation, diversity, and inclusivity. Thanks to innovative AR tech, major fashion brands are making digital shopping more real, dynamic, and egalitarian than ever before. Read on to discover more about the vital synergies being created between tech and
fashion. WORDS MARISA CUTILLAS PHOTOGRAPHY ZYLER, WALMART AND SHUTTERSTOCK
VISUALISATION
ORIGINAL
Fashion visualisation with Zyler
PROFILE PICTURE
Sharing outfits on social media with Zyler
Telle Whitney
BRIDGING THE GAP BETWEEN IMAGINATION AND REALITY
Virtual reality (VR) and Augmented Reality (AR) are far from being newcomers to the world of fashion. The global virtual fitting room market size was valued at €2.72 billion in 2020 and is expected to enjoy a compound annual growth rate of 25.2 per cent until 2028. Virtual shopping experiences enable customers to ‘try on’ practically any item they could desire, ranging from suits to jeans, and even luxury watches. The technology matches the buyer’s tastes with items having a particular style, colour/ print, and texture. Research indicates that virtual fitting apps can boost customer engagement by over 280 per cent, and increase conversion by more than 30 per cent.
E-COMMERCE VS RETAIL SHOPPING: SUSTAINABILITY WARS
E-commerce is booming, with shoppers currently able to choose from up to 24 million online stores across the globe and an increasing number of shops being launched every day. The penchant for digital shopping was born out of the wish for convenience and the need to save time. These days, however, it is playing an important role in putting fashion on the road to zero net emissions. Research indicates that online shopping is 17 per cent more carbonefficient than visiting traditional stores. It enables cars to stay off the road, thus promoting cleaner air. It also eliminates the energy consumption (for lighting, heating, and cooling) required to keep retail stores open. ›
E-COMMERCE WINS, BUT IMPROVEMENT IS IN THE AIR
There are, of course, areas in which e-commerce can and should do better to reduce its environmental impact. Weak spots include transport, data use, and packaging. At least 30 per cent of all products ordered online are returned, compared to only 8.9 per cent of items bought in brick-and-mortar stores. Virtual clothing try-on technology can make it easier for customers to order items in their correct size from the word go.
RIDING THE WAVE OF DIVERSITY AND INCLUSIVITY
One of the most powerful forces in fashion and beauty is the push for diversity and inclusivity (D&I). Companies have taken a host of measures to design and advertise items for all body shapes, and genderfluid fashions have hit the industry in a big way. Finally, supply is meeting demand.
THE CHANGING PANORAMA OF FASHION
Clothes sizes in wealthy nations have increased significantly over recent years. If the average size for women was 14 a decade ago, today it hovers at between 16 and 18. Waist circumferences have also expanded somewhat, as found in a recent study by researchers at Boston University. Lead researcher, Neelam Vashi (a Professor at the Boston University School of Medicine), stated that these numbers “represent a potentially changing ‘weight ideal of beauty’ that is moving farther away from the characteristics of the average American woman. However, a constant idealised average waist to hip (WHR) ratio remains intact.” Delve into the health debate if you will, but when it comes to clothing, one thing is undeniable: everyone needs clothes, and fashion that is limited to improbable standards fails to tap into a myriad of potential markets.
AR BOOSTS DIVERSITY AND INCLUSION IN FASHION
The online sites of major fashion brands such as H&M and Zara now feature models of all sizes, genders, races, and ages. It’s fabulous to click on a site like Shein, select an item you like, and see what it looks like on dozens of people. Shein encourages customers to upload images of themselves wearing their purchases, by rewarding them points for doing so. The points can later be redeemed in the form of discounts.
In the recent past, companies also began using personalised virtual models to provide more inclusive and diverse shopping experiences to their clients. That is, shoppers were able to select digital models with similar body types and skin tones within a virtual dressing room set-up. Current virtual fitting rooms have taken personalisation to the next level by allowing consumers to take the power back from fashion companies and create their own digital identities using their exact measurements, not those provided by retailers. ›
The FXMirror automatically measures body dimensions in real time, letting users switch between items quickly while fitting to their unique body.
How virtual fashion works with Zyler
VIRTUALLY REDUCING THE RATE OF RETURNS
It is estimated that up to 40 per cent of shoppers purchase items in three different sizes, with the intention of returning two of these garments. As reported by Fashion United, brands like Revolve make revenues of over 450 million but have lost over 500 million owing to returns and exchanges. AR technology can reduce this financial burden for companies and in eliminating the hassle of having to organise pick-ups or visits to the postal office to return unwanted items. for determining the general look that a clothing item might have on a buyer. Developments in areas such as 3D body scanning and AR technology reinvented the retail experience. Currently, there are high-tech fitting rooms in a myriad of stores, with brands like Macy’s, Adidas, and Walmart enabling customers to virtually try on clothing, makeup, jewellery, and accessories. Emerging tech company, Zeekit, reports that this service has helped reduce return rates for their partners by an impressive 36 per cent.
WHAT SOFTWARE IS INVOLVED?
One thing you might notice when you commence your virtual shopping experience is that there is a wide array of virtual software that varies greatly in sophistication. As mentioned above, some solutions allow you to view clothes on a digital mannequin with a similar body type to your own. Others invite you to choose from a selection of human models of various shapes and sizes, or indicate your measurements so you can create a personalised avatar. Technologies like YourFit by 3DLOOK, meanwhile, have over 86 points of measurement that can be taken via a speedy body scan conducted via smartphone. This information is then mapped to the brand’s product data, delivering a highly realistic fit experience that gives one a real sense of how good an item will look.
HOW DID VIRTUAL FITTING ROOMS START OUT?
Virtual shopping commenced with the development of 2D overlays, which were useful
Virtual shopping boosts diversity with Zyler Finding the perfect jeans with Zeekit
AR TECH IS BEING EMBRACED BY NUMEROUS INDUSTRIES
AR and VR are being incorporated into many additional industries outside fashion. Porsche, for instance, utilises web-based AR and interactive 8D content to take employees on a journey through the brand’s history, and teach them about the construction of cars. Paint brand Dulux, meanwhile has a visualisation app that shows what a customer’s walls would look like in a specific shade. Toyota allows car buyers to glean a better understanding of specific car models by inviting them to point their smartphones at their chosen car, so they can see how the engine, battery, and other major components work.
If you love fashion but don’t have a lot of time, virtual fitting apps enable you to stay on top of your style game without heading to the stores. By creating your own avatar, you can get a pretty good idea of fit and see if an outfit is hitting its mark. Consider it a way to take a little power back when it comes to checking out how items fit, and a means to save time and try on more outfits than you could ever manage at a retail store. ›
TOP SOFTWARE FOR VIRTUAL FASHION SHOPPING
For an idea of how much fun virtual fitting rooms are, check out the following apps, which work with a plethora of brands. They are useful even for those who enjoy shopping at the mall since they help shoppers create shortlists of the outfits that are actually worth the trip to the store to try on.
Z GUCCI As far back as 2019, Gucci was already enticing fashionistas with its AR technology. It all began with the luxury brand’s partnership with Wannaby, which was mainly centred on shoes. Today, AR features can be used to decorate spaces and try on eyewear, hats, sneakers, masks, and lipstick. The app is complemented by additional technology, including immersive 3D experiences that enable you to discover specific collections. You can also explore the Gucci Garden and visit a growing array of special sites. Z ZYLER A fun app that is so easy to use. Just answer a handful of questions regarding your height and size, upload a picture of yourself, and use ‘sliders’ to adjust everything from your shoulder width to your waist or hip size. Use the Discover button if you like to discover a host of outfits for every occasion from brands running from Karen Millen to Femme Lux.
Z PICTOFIT SHOPPPING This app allows you to try on outfits from numerous companies with your own photorealistic avatar. It asks you to provide physical dimensions and scan your face, so you can get ready to build your own virtual wardrobe. Z GOODSTYLE To use this app, you must take a selfie and specify attributes such as skin type, body type, gender, personal preferences, and other information. It then displays your image in your chosen outfits and shoes.
Z WANNA KICKS / ADIDAS If you are mad about sneakers, make it a point to visit Wanna Kicks. It allows you to ‘try on’ numerous models from luxury and affordable brands alike. Just point the camera at your feet and you will immediately get a hyper-realistic view of your chosen shoe. If Adidas is your weakness, take a look at their virtual try-on tool, which is easy to use and which works in the same way as Wanna. Point your camera to your foot and wiggle your tootsies around! e
GREAT VILLA BORDERING A GREEN AREA
REF. CSN-51-2251
Charming family home centrally located, alongside a green area giving a feeling of space and peacefulness. This lovely villa is close to shopping facilities, the international school and is distributed over two floors. On the ground floor you will find a traditional Andalusian style patio, entrance hall, living room with fireplace, a separate dining room with outdoor terrace, a very well equipped kitchen, 2 bedrooms, 1 bathroom and a lovely covered terrace. On one side of the house there is a separate suite ideal for guests, a garage and plenty of terrace space, and a new wing houses the master suite. On the upper level there is a great study area which could be converted into a large suite, a guest toilet and two further bedrooms and bathrooms with terraces.There is central air conditioning, hot and cold thoughout the villa.
BUILT AREA: 630 M2 PLOT: 3321 M2 BEDROOMS: 6 BATHROOMS: 6 PRICE: 1.775.000€
CHARMING TRADITIONAL VILLA WITH PANORAMIC VIEW
Charming traditional style villa close to the new SO/ Sotogrande Hotel and the Almenara golf course. It offers panoramic golf, mountain and sea views. It has a fantastic distribution with a great patio as one enters, ideal for barbequeing or sun bathing.
BUILT AREA: 489 M2 PLOT: 5228 M2 BEDROOMS: 4 BATHROOMS: 3 PRICE: 2.500.000€
The house is set on two plots guaranteeing the fabulous views. On the ground floor we find the living room with a separate TV area, the wonderful country-style kitchen that is it is fully equipped, with plenty of space for dining and entertaining. There are also 2 ensuite bedrooms, each of them with access to a terrace. Upstairs is the master suite with dressing room, 2 separate terraces and an office/ library which could also be used as a 4th bedroom. There is a two-car garage and a patio with access to the laundry room. The villa offers underfloor heating throughout by heat pump, and air conditioning in the master bedroom. Furniture is included in the purchase price.
REF. CSN-53-3055
