Trying on clothes online is no novelty any more and now Adidas has implemented the technology in its online shop to help customers with their choice of clothing. That way the sports brand hopes to improve customer loyalty and to reduce returns.
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.