A major problem with online shopping continues to be fitting – 2D images and vague sizing such as small, medium and large on online models are not enough to reliably determine what size would fit potential customers, let alone how a piece of clothing looks on one’s own body and how it could be combined with others. The result is orders of different sizes and colors, which inevitably lead to returns.
The Metzingen-based fashion group Hugo Boss wants to remedy the situation and has entered into a partnership with Reactive Reality, a company for virtual fittings and scalable 3D digitization, which develops photorealistic digital fitting rooms. From now on, visitors to the Hugo Boss website can therefore use personalized avatars to buy clothing that is tailored to their body dimensions. The corresponding icon, located in the bar at the top right, is a clothes hanger.
For this purpose, Pictofit, the patented AR solution from Reactive Reality, was seamlessly integrated into the Hugo Boss online store. Users can now create personalized mannequins that precisely match their body measurements and browse through thousands of products while trying on different combinations in the virtual fitting room. You can even try out subtleties of an outfit, such as how a shirt is tucked in or pulled out, the degree of transparency of the clothing, and how one piece of clothing looks over another.
“We are very pleased to announce our collaboration with Hugo Boss. We know the global pandemic [die Digitalisierung] of the fashion retail market has accelerated significantly, and we want to help retail businesses keep up with the demands of consumers looking for new and exciting ways to shop online,” comments Stefan Hauswiesner, CEO and co-founder of Reactive Reality, in a message.
“It is understandable that some consumers do not yet dare or are able to enter physical stores. Therefore, our technology, which can be integrated into any webshop or shopping app, offers the perfect solution for both parties. The launch of Pitctofit shopping by Hugo Boss will revolutionize the way consumers interact with their favorite fashion brands and online stores, and we look forward to more retailers adopting our white label solution in the future.” , adds Hauswiesner.
For Reactive Reality, the partnership is a “significant step forward in the fashion industry” that shows how much the future of retail will depend on new and innovative ways for consumers to interact with online shops.