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Virtual try-on technology: the grand Gen Z magnet for online stores?
With brands now looking for new and innovative ways to engage Gen Z, virtual fitting rooms and enhanced virtual shopping experiences might become the next big thing in the eCommerce industry. But should you jump on the opportunity?

Maylis Moubarak, on 06 January 2023
Content Marketing Manager at Contact
Gen Z and Millennials account for 25 per cent of the UK's total retail spend. And that's predicted to grow to 39% by 2030 as more Gen Z enter the workforce. 75% of Gen Z's spending accounts for Fashion. And this particularly demanding audience keeps pushing brands to reach new heights in marketing tactics and creative content. The goal? To catch Gen Z's short attention span (a mere 8 seconds) in a highly competitive landscape.
So, naturally, rumours of virtual fitting rooms becoming the next big thing in eCommerce have flooded the internet since the pandemic. Brands like Gucci, Adidas, Ikea and Warby Parker have designed interactive virtual fitting experiences, ranging from sneakers to sofas, that have gained massive traction with Gen Z'ers.
But is this technology accessible to smaller brands? Could adopting virtual fitting rooms boost sales, reduce the dreaded returns and improve the online shopping experience? Should you rush to implement virtual try-on technology features if you have an online store?
Short answer: well, it depends.
In this article, we'll explore the pros and cons of virtual try-on technology for both customers and retailers. We'll also give you some pointers as to whether you should add virtual try-on features to your online store, or follow a more conventional route.

What's virtual try-on technology?
Virtual try-on technology allows online shoppers to see how an item of clothing, makeup or accessory would look on them virtually, without having to try it in person. This can be done through a webcam and computer software that superimposes the item onto the user's image on the screen.
Some virtual try-on tools can also be used with augmented reality (AR) technology, which allows users to see the virtual item in a more realistic, 3D context. Your phone or laptop becomes your personal private fitting room that you can bring on the go and use as you like.
The most advanced forms of virtual try-on technology include building a completely immersive virtual fitting room in an online shop, to reproduce the experience of a physical store.
How do virtual dressing rooms or try-on features work?
Virtual fitting rooms typically work by using AR, VR and machine learning technologies to allow customers to virtually try on clothes or other products using a computer or mobile device. Here's a general overview of how a virtual fitting room might work:
- You select a product you want to try on, such as a shirt or dress, and input your own measurements or choose a virtual model with similar body characteristics. For accessories like glasses, sneakers and watches, you can use your webcam as a mirror or your phone camera to see the article in 3D.
- The virtual fitting room uses computer vision algorithms to process and analyse your measurements, webcam, phone environment, or the virtual model's characteristics.
- The virtual fitting room generates a 3D model of the selected product, which is then overlaid onto your measurements or the virtual model's body to show how the product will fit and look on you. For example, Dope Snow uses a virtual model to allow people to make and visualise an entire ski outfit, helping them see which colours and accessories match before buying.
- You can sometimes view the product from different angles and make any necessary adjustments to the fit, such as adjusting the size or trying a different colour or style.
- Once you're satisfied with the fit or the look, you can buy the product directly from the virtual fitting room or app.

What are the advantages of using Virtual try-on technology for your eCommerce store?
There are many benefits to using a virtual fitting room, both for retailers and customers.
- Convenience: 97% of consumers have abandoned an online purchase because it wasn't convenient enough. Virtual fitting rooms allow customers to try on clothes and other products from the comfort of their own homes and easily compare different styles and sizes, which can be more convenient (and safer, if COVID's around) than physically going to a store to try on items. No more waiting in line in huge Zara stores!
- Boost sales: The 3D sneaker modelling app Vyking states that "customers trying on shoes virtually are three times more likely to add the pair to their basket." Virtual try-on can help customers feel more confident about their purchases, leading to a higher average order value.
- Reduced returns: Virtual fitting rooms can help reduce the number of returned items, as customers will have a better idea of how a garment will fit before they make a purchase. Shopify, for instance, reported that customers that tried on clothes in AR through a software integration were 40% less likely to return the product.
- Cost savings: Virtual fitting rooms can help retailers save money on the cost of physical fitting rooms and reduce the amount of unsold inventory that needs to be returned or discounted.
- Improved customer experience: Virtual try-on can provide customers with a more engaging, personalised and interactive shopping experience, leading to increased satisfaction and loyalty.
- Enhanced product presentation: Virtual try-on can help showcase products more realistically and dynamically, which can better convince customers to make a purchase.
- Increased reach: Virtual try-on can make it easier for customers to shop from anywhere, as they don't need to be physically present in a store to try on an item.
- Gen Z-oriented: Gen Z'ers want fascinating shopping experiences - interactive, creative, enlightening purchasing adventures that help them stand out from the crowd. In fact, of all the generations, Gen Z shoppers are the most interested in exploring augmented reality (AR) shopping experiences. In 2022, a survey showed that over 90% of Gen Z participants were interested in using AR to shop online. And 87% want a personalised shopping experience. So if your target market is Gen Z, you need to find creative ways to interact with them and stand out from the competition.
Overall, virtual try-on technology can enhance consumers' shopping experiences and improve business performance.
What are the different types of virtual fitting room technologies?
There are a few different types of virtual fitting rooms that can be used by retailers and customers:
- Virtual fitting room software: a software application or system integrated into a retailer's eCommerce website or mobile app. Customers can use the virtual fitting room to virtually try on clothes and other products and see how they fit and look on a 3D model of their own body, or via their laptop or phone camera (also known as a virtual mirror, like Charlotte Tilbury's Magic Mirror).
- Virtual reality (VR) fitting rooms: This type of virtual fitting room uses VR technology to allow customers to experience a fully immersive fitting room experience. Customers can put on a VR headset and use hand gestures or other input devices to try on clothes and see how they fit and look on a virtual model of their own body.
- Augmented reality (AR) try-on lenses: This type of virtual fitting room uses AR technology to allow customers to see how a product will look on them in the real world. Customers can use their smartphone or another device to see a product superimposed onto their own body in real-time as if they were wearing it. Gucci has done this with Snapchat with their AR try-on lenses: people could try on Gucci's new sneaker line right from their phone. Similarly, Ikea allows people to preview furniture in any room with the IKEA Place app.

What are the disadvantages of virtual fitting rooms?
While virtual fitting rooms have many benefits, there are also a few potential cons to consider:
- Limited to specific products: Virtual fitting technology may not be suitable for all products, particularly those that are difficult to model in 3D or require a physical fitting to determine the proper size, body shape and fit (i.e., silk dresses, jeans, fitting clothes, delicate lingerie). It usually works better for sneakers, glasses, makeup, furniture, watches, and anything that covers only a small part of your body and doesn't need specific body measurements.
- Lack of accessibility: Virtual fitting rooms rely on high computational power and fast internet or fancy mobile devices; the reality is that many people won't be able to use virtual fitting rooms, but that depends ultimately on your target market.
- Data privacy concerns: Virtual fitting rooms or try-on technology may require customers to input personal information, such as their measurements, which could raise concerns about data privacy, especially for Gen Z shoppers.
- Lack of physical touch: One crucial part of the shopping experience is missing: some people are sensitive to the physical feel of a garment and need to be able to touch an item before purchasing.
- High implementation costs: Small businesses must carefully calculate the potential return on investment as virtual try-on technology requires a significant monthly expense or up-front cost.
Best virtual try-on technology apps for eCommerce stores
If you want to explore your options and experiment with virtual try-on technology, here are some popular apps trusted by top brands that offer a wide range of services:
WANNA
Wanna is used by Gucci, Farfetch and Reebok to create impressive AR try-on lenses for footwear. Wanna makes high-end 3D assets with smooth and realistic visuals to let people virtually try on their next pair of sneakers right from their phone.
Vyking
Used by clients like Adidas, Under Armour and New Balance, Vyking creates 3D digital wearables for accurate "on-foot" product visualisation. It claims that with its 3D models, online stores can double conversion rates and triple add-to-basket rates.
Reactive Reality
Reactive Reality's patented PICTOFiT virtual try-on platform powers unique and scalable online shopping experiences for fashion brands and retailers.
If you're on Shopify, several premade apps are available through the Shopify App Store, like Hero (now Klarna) and YouCam Makeup.
Cost of implementing a virtual dressing room
The cost of implementing a virtual fitting room can vary significantly depending on several factors, such as the retailer's size, the complexity of the virtual fitting room software, and the number of products included in the virtual fitting room. Shopify says that prices can range from $129-549 per month.
Implementing a virtual fitting room will likely require a significant upfront investment, including the cost of the software, any necessary hardware, and the development and testing of the virtual fitting room technology. Retailers will also need to invest in marketing and training to ensure that customers are aware of and know how to use the virtual fitting room.
That being said, the long-term benefits of a virtual fitting room, such as increased sales and reduced returns, may outweigh the upfront costs.

Should you have a virtual fitting room in your eCommerce store?
Ultimately, deciding to implement a virtual fitting room (or virtual try-on features) in your online store depends on what you sell, who you sell to, and how much you can afford to spend. It might make more sense for young footwear brands selling primarily through social media to invest in AR technology instead of opening a physical retail store, and use tools like WANNA or Vyking to maximise exposure and sales. If most of your revenue comes from social commerce (selling via social media), AR try-on lenses can supercharge your strategy.
However, for brands selling a large selection of items, particularly apparel with different sizes, the investment cost may be too high, and the technology isn't developed enough right now to take full advantage of it. A free or flexible return policy might work better in some cases and be much simpler to implement.
So, it might help to ask yourself the following before making a decision:
-Who's my target market? What are their favourite brands, and what are these brands doing in their online stores?
-What's my return rate? If it's high, do my products in real life look like the pictures? Are product descriptions detailed enough? Does the price match the quality? What's the top reason customers select when they return an item?
-How satisfied are my customers with the online shopping experience, from browsing to post-delivery?
-If I have a physical store, how does the shopping experience compare with my online store?
-Where do my target customers usually shop online? Instagram? Google? Is my omnichannel strategy fully developed to meet them at different touch points?
Can virtual fitting rooms revolutionise the eCommerce industry?
It's predicted that the "global virtual fitting room market will grow from $3 million in 2019 to $6.5 million by 2025. That's a compound annual growth rate of 13.44%." (Fashion United). These numbers make sense when we look at all the potential benefits of virtual fitting technology. Virtual try-on tools can help increase sales, expand reach, be a key differentiator from competitors, and decrease return rates.
Still, touching and feeling the texture of an item is an essential element of the shopping experience, something that technology can't yet reproduce. People - including Gen Z - have been flocking back to stores since they reopened after the pandemic, craving that personalised, high-touch in-store experience. And smaller brands face limitations in terms of budget and logistical barriers when adopting new technology. So it's not a revolution...yet.
In the end, it comes to striking a balance between offering the best possible online shopping experience and listening to your audience's needs. And if you've been trying to engage your Gen Z audience, but have fallen out of options, then virtual try-on technology might be worth a try.
Cover video: ROBERTS | WOOD ‘SWORD’ MAGIC PLEATS DRESS - via https://thedematerialised.com/

Maylis Moubarak, on 06 January 2023
Content Marketing Manager at Contact

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