Massimo Dutti lets customers try on shoes virtually


Massimo Dutti, an Inditex subsidiary, has implemented a new augmented reality function in its app: a virtual shoe fitting room.


New shoe experience

The Massimo Dutti mobile app now includes the 'Shoes Experience': a virtual fitting room for the label's shoes. Users can see what a shoe looks like on them by pointing their smartphone or tablet's camera at their feet. The tool is not yet available for all shoes in the collection, but the range is expected to expand systematically.


The new application can be found under the category shoes but is somewhat hidden. It is located at the very end of 'the customer journey': in the shopping cart of the consumer. It seems customers must first select the model, their size and add the product to their virtual shopping basket. There, they can choose 'view in 3D', reports FashionUnited. The shopper's camera is subsequently activated, and the shoe gets shown on the shopper's feet.


Parent company Inditex has been strongly committed to digitisation for some time now, as the current Covid crisis has only reinforced this trend. The Spanish fashion giant saw online sales increase by no less than three-quarters last financial year, while profitability also improved. Besides, the market leader is fully digitising its brick-and-mortar stores, which should provide better stock management and a better customer experience.