YOOX NET-A-PORTER has rolled out its inaugural virtual try-on pilot, aiming to refine the online shopping experience. This technology has been implemented for 90 styles within the Mr P. Permanent collection on MR PORTER, covering approximately 70% of the collection. The pilot aims to offer shoppers a more personalised and efficient shopping process while aiming to reduce the likelihood of returns.
With the introduction of a new size simulator tool, customers are able to generate a 3D avatar that matches their measurements. This can be done through either a step-by-step guide or by inputting clothing sizes from favourite brands. This tool allows customers to realistically view how garments fit, aiding in the decision-making process to ensure the product is suitable.
Customer feedback at YOOX NET-A-PORTER indicates that the main reasons for returns are related to size and fit. The impact of the virtual try-on technology on reducing return rates will be monitored throughout a six-month trial period. This initiative is in response to consumer interest in more conscious shopping practices, with 90% of YOOX NET-A-PORTER customers expressing a preference for retailers that contribute to reducing returns. Additionally, 83% of customers are making efforts to shop more conscientiously to avoid returns.
Alison Loehnis, ad interim CEO of YOOX NET-A-PORTER, commented on the technology, stating, “We have been closely following developments in virtual try-on technology for a while, in search of slick and user-friendly functionality. We are excited to launch our tool which we believe is a fantastic and intuitive shopping aid. Customers of Mr P. will be able to clearly visualise the look, fit and drape of pieces from a variety of different angles, making the selection process easier than ever.”
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The virtual try-on service is being offered in six languages, targeting an international audience with versions in English, Italian, German, Japanese, Korean, and Arabic. It is specifically applied to the Mr P. Permanent range, selected due to its continuous availability and suitability for a six-month trial.
Mr P., a leading brand within the MR PORTER portfolio, is recognised for its innovative approach to design. It was the first of YOOX NET-A-PORTER’s private labels to introduce Digital IDs in its collections, providing customers with detailed post-purchase information on the items’ design, origins, care, and repair in 2021.
The introduction of virtual try-on technology is part of YOOX NET-A-PORTER’s broader strategy to explore 3D technology’s potential, building on previous successful trials with fine watches and accessories. This move into apparel represents the next phase in the company’s ongoing development of 3D technology applications.
