Mr Porter launches virtual try-on for own brand label

Mr Porter has launched a six month trial of its first-ever virtual try-on experience for menswear across over 90 styles in its Mr P. own label, utilising a 3D avatar that "realistically mirrors" customer measurements.

The new technology will allow customers to more accurately visualise how a garment will fit and look on them across 70% of the Mr P. range, also helping to reduce the returns rate.

Alison Loehnis, ad interim CEO at Yoox Net-A-Porter, owner of the Mr Porter menswear platform, said: "We have been closely following developments in virtual try-on technology for a while, in search of slick and user-friendly functionality.

"We are excited to launch our tool which we believe is a fantastic and intuitive shopping aid. Customers of Mr P. will be able to clearly visualise the look, fit and drape of pieces from a variety of different angles, making the selection process easier than ever."

 Yoox Net-A-Porter customer research has confirmed that size and fit are the primary reasons for returns, the volume of which will be tracked during the six month trial.

The technology is designed to "support growing consumer appetite for more conscious shopping", as 90% of Yoox Net-A-Porter customers say they favour retailers that help them to reduce returns, and 83% are trying to shop more intentionally to avoid sending items back.

The virtual try-on will be piloted internationally in six languages: English, Italian, German, Japanese, Korean and Arabic. The tool is being applied across the Mr P. Permanent range of men’s "wardrobe essentials".

Over the past two years, Yoox Net-A-Porter has successfully launched 3D asset trials for fine watches and accessories, and virtual try-on is the next phase of the business’ 3D strategy, now testing the customer benefits of the technology for apparel.