Bershka introduces a virtual changing room in cooperation with 3dlook.
Anyone who orders online from the clothing supplier, which belongs to the Spanish Zara parent company Industria de Diseño Textil SA (Inditex), will in future receive more support in choosing size and fit, said 3dlook, a provider of mobile body scanning, on Tuesday. Photorealistic technology is intended to improve the virtual fitting experience.
Garments in the brand’s online shop will feature the camera-based ‘See how it fits me’ option, which offers the opportunity for a photorealistic, virtual fitting. Using front and side photos of customers, 3D mapping technology, an imaging process, offers immediate feedback: The ‘fitting room’, supported by artificial intelligence, is intended to provide more precise size and fit recommendations.
Virtual fitting room aims to reduce returns
The main reason for the introduction of new technologies is the very high return rate when purchasing clothing online. In 2023 alone, this will be an average of 24.4 percent of all purchases, according to 3dlook. This problem therefore costs retailers around 38 billion US dollars (35 billion euros) in the value of goods. This justifies urging companies to reduce returns. Investing in an improved online shopping experience can result in higher conversion rates on websites and increased sales.
“The fashion industry is undergoing rapid change, with a strong focus on sustainability and efficiency – and it is up to industry giants to lead by example,” said Whitney Cathcart, co-founder of 3dlook. “Our virtual fitting room technology has the potential to revolutionize the online shopping experience and help develop a more efficient fashion industry by reducing size-related returns and appealing to a younger, camera-savvy, digital generation.”