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Leading online fashion platform Zalando has launched a new tool that enables customers to receive size recommendations based on their unique body measurements.
By taking two pictures of themselves with their phones in tight clothing, Zalando said it is able to predict the customer’s body measurements, and reportedly marks a first in the industry as no other platform has introduced such a feature yet.
This feature is now available for customers in the DACH region, who will be able to use it for women’s tops, including dresses. In fact, this is one of the most challenging categories for customers to find the right size, and thanks to this solution, Zalando aims to help them find the perfect fit. The company will further expand to more categories and markets in the future.
Zalando said it is “committed to providing customers with personalised experiences that are built on a foundation of trust and privacy”. As such, when customers’ body measurements are predicted, the photos are deleted, and customers have full control of their data-sharing preferences.
In the future, both technologies can be integrated so customers can create a 3D avatar that represents their body shape more accurately, taking into consideration their measurements.
Through the work of Zalando’s in-house team working on size and fit, the company has already reduced size-related returns by 10% compared to items without size advice. The experience is based on both Zalando’s technology and the one developed by Fision, a Swiss mobile body measurement app developer, which Zalando acquired in 2020.
Stacia Carr, VP size and fit at Zalando, said: “Helping customers find the right fit is an important part of deepening customer relationships. It’s frustrating to wait for an item to then discover it doesn’t fit. With the introduction of size advice for body measurements we continue to leverage our innovations to help our customers with one of the main problems of the fashion industry.
“We can also continue supporting our brand partners, since this feature can provide further insights into their customers’ size and fit requirements.”
