Have you ever wanted to buy fashionable clothing without the need to visit stores and waste time on endless outfit searches? E-commerce offers lower prices for clothes compared to boutiques because their owners don’t have to cover renting and utilities. Specific devices, AR virtual try-on technology, and simulations can help customers save money when shopping and, eventually, buy more clothes. What is a virtual clothing try-on? How does it work? What are its advantages and disadvantages? Let’s figure it out.

What Exactly is a Virtual Try-on?

Virtual try-on clothes become available at different stores. Online shopping is trendy in different countries because it is easy to look through the available products without leaving one’s apartment. However, until recently, it was impossible to try on clothing outside the shop. Some companies made compromises and allowed their clients to put on delivered accessories, clothes, jewelry, cosmetics, and shoes. Afterward, customers either bought or returned the ordered goods.

Fortunately, modern technology makes everything possible. Virtual clothing try-on helps people choose their wardrobe smartly. One can try as many goods as one wants. To make it real, a person must have a digital device with a camera and the required program that processes photos and dresses them or applies cosmetics.

How does virtual fitting technology work?

Previously, people were to do one of the two following things to buy goods:

1. Get the parcel from an online fashion market and test the purchase.

2. Go shopping and choose goods.

Technology changed the world and lets customers try on clothes virtually. Today, online stores make these two options possible. The available features include a virtual fitting room and virtual clothes.

These options are possible thanks to 3D technology and devices with cameras. When a person takes a photo of their body or body part, the system lays the Augmented Reality (AR) clothing variant on top of that photo.

Another good option is to dress an avatar. One uses a scanner to create an exact copy of a personal body. After that, clients adjust the chosen clothing to see how they look on their body shapes, because size and figure shape matter. Virtual clothes on the avatar look precisely the same as if clients are trying them in a boutique.

Finally, some brick-and-mortar stores use AR mirrors. Customers look into the mirror and select a virtual dress and color. The system “puts on” the chosen garments, and people don’t have to keep undressing to pick the thing that fits perfectly.

As a result, people can try clothes online and offline to see if their choice is correct.

Improving the e-commerce experience with virtual try-on technology

A virtual clothes fitting app has changed everything for e-commerce. Some companies, like perfume brands, do not benefit from such applications because you can’t yet smell things virtually. However, this tool is a perfect solution for the creators of beauty cosmetics like tooth whiteners, concealers, mascaras, eye-shadows, eyeliners, and clothes.

These are some samples of successful AR eCommerce.

Due to AR, retailers sell more goods and satisfy more clients thanks to an individual approach to every customer.

Advantages of virtual try-on

Virtual fitting technology provides a customer with several advantages.

1. Fewer returns

According to Forbes, 70% of customers cannot buy things successfully because the size or the color doesn’t fit them. Business people lose over $550 billion due to clients return purchased goods. So, 3D virtual fitting technology prevents business losses and helps customers get the desired results without disappointments.

2. The best individual approach to a person

A virtual clothes fitting app helps customers create an exact copy of their bodies, meaning they can try various clothes like in real life. The program considers waist, hip, and chest circumference measurements. Consequently, it is really an individual approach to the needs of every client.

3. Zero time waste

As a rule, shopping takes a lot of time, especially in clothes stores. A virtual dressing room shortens dressing time and allows people to buy more items faster.

4. More comfort

Have you ever felt sweaty after dozens of changed clothes? Virtual try-on clothes let people avoid close contact with garments and shop assistants. Nobody imposes their viewpoints on you, trying to convince you to buy the goods.

5.  Improved customer-brand relationships

When customers use virtual try-on software, cookies and their personal preferences help brands better understand the likes and dislikes of the target audience.

6. Safe and efficient fitting

AR clothing try-on doesn’t require going out. So, such tools are perfect for people with disabilities, illnesses, and viral infections. They can buy goods that will fit perfectly without extra effort.

The challenges of virtual try-on

AR clothing try-on technology is doubtlessly cool, but it has two main disadvantages.

1. Inability to touch the chosen item

A person usually feels excited about the purchased item only after seeing it on their body and making sure that it has no defects. Moreover, according to the latest survey, 82% of Internet shoppers like to touch things before paying for them, which helps them feel safe and protected.

Moreover, Internet shopping is tough for people whose feet are different sizes (one foot is bigger than the other). It might be hard to virtually try on sneakers because the app may not consider the length dissimilarity.

2. Inconsistencies kill the desire to buy online

Making AR software is a challenging task. If something doesn’t fit, a customer will never want to repeat such a poor experience. Consequently, brands must bend over backward to create a perfect AR experience.

Brands experimenting with virtual try-on

1. e.l.f. Cosmetics

YouTube is a web platform that involves virtual reality (VR). e.l.f. Cosmetics deals with YouTube opportunities. Consequently, a customer can see how a chosen lipstick, mascara, cream, or concealer suits their face without buying it and getting disappointed because of poorly chosen cosmetics. Moreover, they don’t risk getting second-hand lipstick and catching someone’s germs.

2. L’Oreal

Have you ever tried putting virtual lipstick on Facebook or Instagram? L’Oreal made it possible when they shared their lipstick and mascara shades with popular social media platforms. If you want to test these opportunities, you should use Spark AR Hub from Facebook, ModiFace, or Perfect Corp. Using this, a fashion store gets more clients, and customers see the complete picture of their faces with make-up. It helps them create a perfect image and buy the required cosmetics.

3. Farfetch

Faretech is a partner of Snapchat that makes virtual changes possible. This app was created on September 16, 2011, and involved the exchange of spontaneous photos between two communicators. Eventually, the creators began to add geolocation, tags, emojis, and other entertaining details to snaps. So, Faretech decided to use the app to create virtual clothing try-on facilities.

Thanks to such a successful collaboration, the company created a virtual clothing platform. Its customers can see how they look in fabulous garments and accessories without wasting time on try-on.

4. Wacoal

Choosing a bra is a challenging thing when you are an online customer. Does it hold well? Does it fit you? Al tech company Sizer made online fits possible. Wacoal became its partner to customize its services for online shoppers. Together, they created the mybraFit app. When their clients want to make a purchase, they need to take photos of themselves from different angles. They receive instructions from online consultants who tell them how to posture, take measurements, or take photos to let the system pick the correct bra. So, one can call it the best personal approach to a client in the online store.

5. Baume & Mercier

Many clients dream of having a fashionable watch to check the time and have a nice accessory. Watches from Baume & Mercier are stylish and match the look of trend-followers around the globe. How can one learn if the selected goods fit one’s style? The company collaborates with Haptic Media’s virtual fitting technology to allow its customers to try on their goods. The company is attentive to details and adds shades and various perspectives of the product to let clients get a complete picture of the watches on their wrists.

6. Warby Parker

Warby Parker is one of the few companies that allow their clients to try on their glasses at home. They send several glasses to their clients, who, in turn, can return all of them or several pairs if they don’t fit. Nevertheless, their AR try-on solution allows clients to avoid time wasting and choose the product online. The only disadvantage is the app's incompatibility with Android devices.

AR virtual try-on technology: A new tool for retailers seeking e-commerce Conversion

Covid-19 changed the world significantly. Thousands of customers preferred online shopping to physical shopping due to precautionary measures. It resulted in driving sales in fashion e-commerce, though the first purchases were not 100% successful. Many clients were dissatisfied with the selected size. Moreover, some clients complained about wrong color choice and defects. So, online stores had to find solutions for such problems.

Virtual reality has become a perfect solution in online retail fashion. These apps make VR shopping simple, engaging, interactive, and funny. A magic mirror makes things easier because customers can see themselves in new clothes in the mirror. Thanks to that, brands and big stores enjoy the following benefits:

• their client’s basket becomes full of items;

• conversion rates increase;

• customer’s choices become more confident;

• fewer customers ask for returns;

• customers start loving the chosen brands more thanks to the offered convenience;

• clients recommend the chosen store to others, so the number of regular clients increases regularly.

Final thoughts

VR and AR provide all areas of life with excellent opportunities. People can travel, experiment, buy, and try on goods virtually. Virtual try-on technology is a supreme tool for everyone who wants to save time and purchase good-quality shoes, clothes, cosmetics, and jewelry while staying home. Additionally, they are sure that these things fit them because the magic mirror and virtually dressed avatar help them make the right choice.