Home / Knowledge / News / Apparel/Garments / Biba launches virtual fitting room with AstraFit

Biba launches virtual fitting room with AstraFit

Dec '18
Courtesy: PR Newswire
Courtesy: PR Newswire
Biba has brought the next-generation solution for fit, size and personalisation to India with AstraFit's virtual dressing room platform. AstraFit's superfast garment digitisation system requires measuring only one size of any garment manually to calculate all the other sizes automatically. It works accurately and efficiently even for large numbers.

Finding the right fit and size of clothing online can be quite tedious. Biba, India's most loved ethnic fashion brand has collaborated with AstraFit, an online fitting room service for fashion e-commerce, to recreate a real-life dressing room experience virtually on their website.

"AstraFit users at Biba tripled Biba's conversion rate, boosting revenue by 5 per cent within the first two months of integration. Time spent on the website and pages viewed per visit increased by 266 per cent and 136 per cent respectively," said Nikita Dobrynin, CEO and co-founder of AstraFit.

Unlike size calculators that are only based on fit and size approximations, AstraFit builds a precise 2D body model of the customer virtually, so they know not only the right size but also the correct length of the garment. Taking it up a notch, the online tool provides a summary of recommended sizes, details of the model, the elasticity of the fabric and natural human language description for how the garment fits and feels in different parts of the body based on the customer's body measurements and body shape.

"Biba is a renowned Indian fashion brand. We are extremely happy with the results and are eagerly waiting to implement a full-scale data integration over the next few months," said Dobrynin.

"AstraFit creates a virtual you, with your clothing size and fit information tailored to perfection. We are truly delighted to be the first Indian fashion brand to integrate this virtual dressing room on our website," said Gaurav Kumar Gupta, product manager at Biba. (RR)

Fibre2Fashion News Desk – India

Interviews View All

Top executives, Textile & apparel bodies

Top executives
Textile & apparel bodies

Textile industry would like to see inclusion of cotton yarn under MEIS and ...

Textile industry, Head honchos

Textile industry
Head honchos

RCEP was always going to be a double-edged sword

Top executives, Textile industry

Top executives
Textile industry

It will take some time for the people to change their buying choices

N Nithyanandan,

N Nithyanandan

Incorporated in 1999, Purani Textiless Private Limited is one of the...

Rikesh Mistry,

Rikesh Mistry

Jupiter Comtex Pvt Ltd, established in 1973, started its textile machinery ...

Carmen Silla,

Carmen Silla

Leading the transformation of the textiles industry with disruptive...

Iago Castro Asensio, RCfil Distribuciones S.L.

Iago Castro Asensio
RCfil Distribuciones S.L.

Iago Castro Asensio, International Business Manager of RCfil...

Mr Hartmann Huth, Trevira GmbH

Mr Hartmann Huth
Trevira GmbH

Trevira GmbH is an innovative European manufacturer of high-value branded...

Larry L Kinn, Suominen Corporation

Larry L Kinn
Suominen Corporation

Larry L Kinn, Senior Vice President - Operations Americas of Suominen...

Anjali Bhaskar, Samatvam

Anjali Bhaskar

Anjali Bhaskar has an experience of 12 years in the fashion industry. She...

Mike Hoffman, Gildan Activewear SRL

Mike Hoffman
Gildan Activewear SRL

Gildan Activewear, a manufacturer and marketer of branded clothing and...

Silvia Venturini Fendi, Fendi s.r.l

Silvia Venturini Fendi
Fendi s.r.l

"Yes, my confidence and positive attitude are my strengths and should be...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


Leave your Comments

December 2019

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

Advanced Search