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Zalando pilots a virtual avatar fitting room for millions of customers

Chloe Burney
24 April 2023

Ecommerce giant Zalando is set to introduce a virtual fitting room, allowing customers to see how jeans will fit their personalised online avatar.

In an effort to double down on its size and fit, the virtual fitting room experience will enhance millions of customers’ shopping experiences across 25 of Zalando’s markets.

Customers can begin by creating a 3D avatar by entering their height, weight, and gender. For a selected range of 22 pairs of jeans, which is one of the most challenging categories in terms of sizing, customers can see how pairs from various brands would fit them.

The online fitting features a heat map to indicate where the item sits tight or loose on an avatar.

Zalando has already successfully run two pilots with selected items of clothing from Puma and Zalando’s own label, Anna Field. During these trials, more than 30,000 customers tried out the innovative technology.

Stacia Carr, VP Size and Fit of Zalando, commented: "Our goal with these pilot campaigns is to learn and understand how customers engage with this new technology so we can develop a seamless scalable solution for the future. We can already see that customer engagement with these 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."

Zalando is the only European fashion platform to have an in-house team dedicated to size and fit. The team utilizes innovative technologies to predict if items will run big or small. It has also created personalised size recommendations based on customers’ return history.

Last week, the company announced the launch of a tool powered by ChatGPT, introducing a new way to discover its product assortment and provide customers with more "intuitive fashion inspiration".

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