In a post-pandemic world fashion consumers are increasingly shopping online. With a rise in e-commerce, virtual try-on technology has become an indispensable tool for retailers looking to replicate the in-store shopping experience. Virtual try-ons allow customers to conveniently try on clothing in a virtual environment before making a purchase.
VTO In Context
By leveraging TDM Avatar technology, customers can use their smartphones or computer cameras to view garments directly on a digital twin in their exact measurements to give accurate size recommendations. As e-commerce’s limitation with 2D is that visualisation and fit is inaccurate and poor. TDM aims to address this limitation through enhancing customers’ 3D virtual try-on experience.
VTO has revolutionised online shopping by creating an immersive and emotional experience through VR applications. Therefore, Experts are hailing VTO technology as the new frontier of online shopping. Offering a way to increase sales, reduce returns and engage customers in a personalised and unique way. With AI predicting that VR shopping will surpass in-store shopping by 2041 with virtual try-on becoming a US$15b market by 2028.
Moreover, the most significant advantage of VTO is the potential to reduce product returns. High returns rates are costly for retailers, involving shipping, handling, and restocking fees. The cost of returns for the fashion industry is estimated to reach $38 billion in returns for apparel retailers, with $25 billion in processing costs in 2023. Studies show that brands offering virtual try-on experience experience an average of 64% fewer returns.
Futhermore, large brands incorporating such technology including Macy’s which reduced its return rate to less than 2% after implementing VTO. While Shopify saw a 40% drop in returns due to incorporating visualisation technology. By allowing customers to try on products virtually before purchasing, retailers can help them make more informed decisions, thus decreasing the likelihood of returns.
There are several other positive impacts of VTO:
- Customers can see how the product fits their body, ensuring a proper fit and reducing chances of disappointment upon receipt.
- VTO provides a better understanding of products colour, texture and overall appearance.
- VTO enables customers to compare different products and visualise how they look on their own body type, enabling informed purchasing decisions.
- Personalised approach, a positive customer experience is a significant factor in driving sales, with 73% of consumers citing it as a deciding factor in making a purchase.
- Increase social amplification rate. Customers talk and share about their virtual try-on experience online which can increase social media sharing and attract new audiences to the brand.
- Gain a competitive advantage. Incorporating VTO to your e-commerce sites can give you an advantage over your competitors.
As well as a reduction in returns, virtual try-on can increase online sales. A vast majority of online shoppers (61%) prefer shopping in stores that offer virtual try-ons and visualisations. Furthermore, 71% of them would shop more frequently if virtual try-on technology were available.
A significant challenge for fashion retailers has been addressing incorrect sizing in online shopping, which leads to returns. Current methods relying on standard dimensions and self-measuring are often unreliable. TDM Avatar aims to overcome these limitations by enhancing customers’ 3D VTO experience, helping them make confident purchase decisions.
How can retailers implement Virtual Try-on?
The key is to understand the problem you want to solve and how virtual try-on can align with your business goals. Specifically, VTO should be viewed as a means to achieve a goal rather than the ultimate goal itself. Solving the issues of increased returns, which affects retailers’ EBIT margins by at least 3% and contributes to environmental concerns, should be a crucial consideration.
By embracing VTO technologies like TDM Avatar, the fashion industry can create a more sustainable and consumer-centric future. The returns process generates significant CO2 emissions and results in garments not being restocked, often ending up in landfills or incinerated. Considering the environmental impact of our choices is crucial for customers, designers, retailers and manufactures alike.
Experience the future of virtual try-ons with the TDM Avatar.
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