Online Returns Reduced With AI-powered Virtual Fitting Room
Fytted recently launched its virtual fitting room, which could be a game-changer as the company said the new in-app feature “enables users to see both the look and the fit of over 1 million clothing items they select from to try on.” Fytted said the app “utilizes user photos, their measurements and brands’ clothing size charts to accurately show users wearing the selected clothing items via Fytted’s sophisticated AI technology.”
The technology helps take a bite out of returns, which is a pain point for consumers as well as retailers.
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Greg Auerbach, chief executive officer and cofounder of Fytted, said the app’s users “have reduced their clothing returns by 40 percent thanks to Fytted’s unmatched accuracy in recommending the right sizing across all our partnered brands. Through our AI-powered virtual fitting room and clothing measurement features, we’ve made it simple for users to browse clothing and find their perfect fit in one convenient place, merging the benefits of both online and in-person try-on shopping into one easy-to-use app.”
Fytted said more than 1 million apparel items from 600-plus brand partners are available for try-on with the virtual fitting room. Brand partners include Nike, J.Crew, Mango, Lululemon, Ssense and Free People, among others. “The groundbreaking platform, available at no cost by downloading the Fytted app, brings the fitting room experience of in-person stores to the online shopping experience while minimizing the need for returns,” the company said in a statement, adding that the app’s users “can explore the virtual fitting room by first using the app’s AI measurement feature to capture or input their body measurements.”
Olivia Dicopoulos, chief creative officer and cofounder of Fytted, said the technology helps make consumers feel more confident about what they buy online due to the accuracy of the fit. It’s also more customizable. “We offer more than just precise sizing. Our personal shopper experience helps users find the items that fit their color season, body shape, personal style and more,” Dicopoulos said. “All of these features are helping users curate a customized wardrobe that fits their unique aesthetic.”
When asked about the overall value proposition of the app, Dicopoulos told WWD that Fytted offers shoppers “a revolutionary way to shop for clothes that are perfectly tailored to their unique body shape. Our app eliminates the need for in-store visits. Users can try on and explore outfits from various retailers and brands, mixing and matching as they would in real life.”
Dicopoulos said this approach reflects how people actually dress, “rarely limiting themselves to a single brand for an entire outfit. We’re empowering consumers to shop smarter and more confidently. With Fytted, users can visualize how clothes will actually fit their body, not just in terms of size but also in how they accentuate their unique features.”
For retailers and brands, the value proposition keys into reducing returns. “Over 50 percent of all clothing returns are due to sizing and fit inconsistencies,” Dicopoulos said. “By providing users with a highly accurate, virtual try-on experience, we significantly reduce the risk of returns. This not only improves the bottom line for retailers but also enhances customer satisfaction. We’re bringing the in-store experience into the digital age.”
When asked how Fytted stands out from other sizing and fitting apps in the market, Auerbach said it does so in several ways. “First, our measuring technology completely automates the process — users don’t need to input any measurements manually,” Auerbach told WWD. “In less than 12 seconds, we can capture 50 real-time body measurements from a single scan. This allows us to create a comprehensive 3D rendering of the user’s body, going far beyond basic measurements like chest, waist and hips.”
He went on to say that what sets Fytted apart “is the depth of our data and the accuracy of our recommendations. We’ve aggregated over 5,000 size guides and hundreds of thousands of garment measurements, allowing us to compare a user’s unique body measurements against specific products to find their ideal fit. It’s not just about finding your size, it’s about understanding how each garment will lay and fit on your body.”
Auerbach said the technology’s versatility and “proven accuracy of its measuring technology” also differentiate the app from others in the market. “Fytted’s measuring technology is used across industries, with overwhelming usage for remote athletic recruitment,” he said. “Since releasing our measuring tech, we’ve generated over 10 million measurements with unmatched accuracy in body measurements.”
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