Technology from Estonia
The technology that makes this possible in the
online store of Adidas, comes from Estonian company Fits.me. Using the button “virtual
fitting room” the customer will land on a form, where she can enter her most important measurements. Using those, the customer can immediately
see how a piece of clothing would fit her.
Not
only will the customer have a bigger chance to choose the right piece of
clothing, it is also a way for Adidas to have more returning virtual customers
and to reduce the number of returns drastically.
No ‘augmented reality’, but real photos
The Estonian company has been fine-tuning its
technology since 2010. In contrast to most of its competitors, Fits.me does not use ‘augmented
reality’, but fitting robots that can adjust according to the entered
measurements.
Each piece of
clothing is photographed from all angles and in all sizes, and those thousands of pictures are put in a database. If
an online shopper is honest about her measurements, than the database will find
photos that show how the customer would look with the clothing.
Virtual fitting rooms also offline
Multiple technology companies are working on other systems to optimise the virtual fitting of clothes: in 2011 already, iStyling
presented “the fitting room of the future”.
Their technology was completely different
though: it used augmented reality to show visitors in a physical store how a
dress would fit. iStyling aimes for offline shops that do not have all sizes and
colours in stock, but still want to make it possible to try everything on.
