Register to get free articles
Want unlimited access? View Plans
Already have an account? Sign in
Zalando, one of Europe’s leading platforms for fashion and lifestyle, is piloting a virtual fitting room experience with millions of customers across all markets.
In a dedicated campaign environment, customers are able to create a 3D avatar by inputting their height, weight and gender. For a selected range of jeans from different brands, customers can see how different sizes would fit them, with a heatmap indicating where the item sits tight or loose on the avatar they created.
The fashion platform has already successfully run two campaigns together with Puma and with its private label Anna Field, where more than 30.000 customers tried this innovative technology. The campaign content of the pilot is developed by Zalando Marketing Services and is running for several weeks each.
Zalando is the only European fashion ecommerce platform to have an inhouse team dedicated to size and fit. The team uses a combination of fitting models and machine learning, computer vision and other technologies to predict if items run big or small. It has also created personalised size recommendations based on customers’ purchase and return history along with reference items customers can add to their size profile.
Zalando’s size and fit team is also working in parallel in a body measurement feature, which will allow customers to receive personalised advice based on their actual measurements. This will be rolled out in the upcoming months.
Stacia Carr, VP Size and Fit at Zalando, said: “Our goal with these pilot campaigns is to learn and understand how customers engage with this new technology so that we can develop a seamless scalable solution for the future. We already see that the customer engagement with those campaigns increases and, in fact, around half of the customers try more than one size on the avatar.
“We want to support the industry as it continues to adopt and leverage 3D digital design software and workflows to produce fashion. These processes generate digital assets necessary to scale a virtual try-on experience.”
