How can virtual fitting bring data and customer knowledge?

Sam L'Honoré
June 16, 2022
3 min read

For fashion e-tailers, a virtual fitting experience where consumers can choose their model from a selection made by the brand allows different things:

  • Better projection because consumers can more easily identify with the model of their choice
  • A decrease in returns because by projecting themselves, these consumers are more sure of their purchases and therefore make fewer returns

Moreover, if these consumers can also compose their outfits directly on this model, like in a virtual fitting room, other advantages appear:

  • Better conversion, when consumers see these clothes on models that look like them, they are more likely to make a purchase
  • An increase in the average shopping cart because by viewing different garments, consumers are likely to add more items to the cart

But above all, this type of experience brings another advantage for brands: it is a tool to recover unique data and improve customer knowledge.

With more customer data, it's easier for e-tailers to provide personalized, tailored experiences that meet customers' needs.

Let consumers choose the models to understand how they identify

Each consumer is unique, morphologies are different and to increase conversion, customer projection and shopping cart placement, it is best to have models that they can easily identify with.

A great way for e-tailers to easily gather data on which models customers prefer could come from virtual fittings:

By letting consumers choose the models, e-tailers can receive unique insights into how users identify and project themselves.

This step is located on the product pages, a call to action "I choose my model" would be available and would allow users to choose the one that best suits them from a selection made by the brand.

Gather information on consumers to adapt communication

As consumers can select the model they identify with the most, different uses are then relevant to use the collected data:

  • The most chosen models can be highlighted on the product pages, certain morphologies, skin and hair colors will be more plebisictated by the site's customers. To best represent this clientele, it would make sense to put these models in front.
  • This data can also be used to enrich the advertising campaigns of brands :
  1. By pushing the models that convert best, the ads will be more effective and more representative of the brand's customer base.
  2. These methods can also be effective internationally because each market has different characteristics and "ideal" profiles. It would therefore be efficient to deploy a solution in each market, and then adapt the acquisition campaigns according to the most selected profiles.

Putting forward the Mix&Match to analyze outfits

In a second step, it is possible to collect data from consumers' favorite clothes.

Mix&Match allows consumers to mix and match clothing to create the looks of their choice.

By allowing consumers to select the outfits of their choice, it is possible to see which outfits they prefer, which pieces are most used, which ones they imagine...

This data is valuable to the recommendation algorithms, as the choices of these pieces help to recommend more and similar clothing to consumers.

Work on the collection mix and outfits with the collected data

It is also an important source to compose the collection mix.
As users choose their own favorite outfits and compositions, this valuable information can then be fed back to develop the best sizes or styles for future collections.

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