When it comes to shopping, whether online or in-store, customers want assurance of a good fit. Traditionally, in-store fitting rooms have been the go-to solution. Yet, research indicates that only a small percentage of customers enjoy the fitting room experience. Meanwhile, online shoppers often grapple with uncertainty about fit and look of the products. Enter the concept of a virtual fitting room, a technological innovation aiming to enhance the shopping experience.
Defining Virtual Fitting Rooms
A virtual fitting room is a technology-driven alternative to traditional in-store fitting rooms. It enables customers to virtually 'try on' products, providing a visual idea of how they might look on the customer's body without the need for physical fitting.
The majority of virtual try-on solutions leverage Augmented Reality (AR). This technology places over a 3D version of a product onto a live video feed of a customer. The types of products that can be tried on in a virtual fitting room include:
Eyeglasses
Hats
Jewellery
Watches
Makeup
Accessories like scarves
Shoes
With advancements in body tracking technology, clothes are also becoming a popular choice for virtual fitting room experiences.
Varieties of Virtual Fitting Rooms
Virtual fitting rooms come in two forms: in-store and online.
In-store Virtual Fitting Rooms
In the brick-and-mortar environment, brands can implement magic mirrors, also known as digital or smart mirrors, as virtual fitting rooms. These mirrors are reflective screens that overlay a customer's reflection with images of products, giving the illusion that the customer is wearing them.
A typical magic mirror in-store experience might also include the ability to check product pricing, colour variations, stock availability, and additional information about the product, such as design details.
Prominent brands like Speedo and Charlotte Tilbury have successfully implemented magic mirror technology in their stores, reducing the workload for employees and enhancing the customer experience.
Online Virtual Fitting Rooms
For online shopping, virtual fitting rooms often take the form of AR experiences embedded onto product pages. Warby Parker, for instance, allows customers to virtually try on glasses before adding them to their cart. Similarly, FERONA provides a 3D visualization of bespoke pieces, allowing customers to see them in their own space for a better understanding of the product.
With the rise of social media platforms offering virtual try-on experiences, social virtual fitting rooms are also gaining popularity. For instance, Snapchat’s Shoppable Lenses allow users to try on products from brands like Gucci and Ulta Beauty without leaving the app.
Pros of Incorporating a Virtual Fitting Room
In-store Advantages
No need for a physical changing room, eliminating fitting room queues.
Reduction in returns due to improved product visualization.
Availability of entire product catalog for try-on, irrespective of physical stock.
Increased sales conversions with the opportunity for up-selling and cross-selling.
Online Advantages
Faster consumer decisions, reducing cart abandonment.
Increased conversions resulting from improved confidence in product fit and look.
Reduced returns, saving costs and improving customer satisfaction.
Competitive advantage through enhanced user experience.
Implementing Virtual Fitting Rooms
To implement a virtual fitting room, brands need to create 3D models of their product catalog. Subsequently, brands develop visualization experiences, which can be deployed in-store using special hardware (like screens attached to units) or online through their website or other digital platforms.
Startups like Tezda are at the forefront of this e-commerce evolution, redefining shopping experiences by integrating interactive and immersive technologies, such as AR and virtual fitting rooms, into their platforms. Tezda is committed to creating a communal, engaging, and personalized shopping journey, where conversations lead to discovery and communities thrive around shared interests and passions.
The Future of Shopping
Virtual fitting rooms are a perfect example of a combination of the two worlds, where digital and physical retail spaces are blended into one, providing a perfect solution to the modern consumer. With technology growing and the retail landscape developing new consumer experiences, the virtual fitting room is likely to be an important part of both the online and in-store shopping process. The introduction of virtual fitting rooms marks a paradigm shift in retailing. The online shopping becomes more convenient while the in-store experiences remains tangible. Welcome to the future of retail, where technology and innovation guide the shopping journey.
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