Home / Knowledge / News / Information Technology / Shopping value of those using virtual fitting rooms higher
Shopping value of those using virtual fitting rooms higher
Jun '14
The basket value of online clothes shoppers who use a virtual fitting room while making their purchase is an average of 7% higher than shoppers who don’t, more than offsetting the general 1% decrease in average basket values experienced by UK clothing e-tailers over the last year.

The data comes from virtual fitting room solutions provider Fits.me, which plotted and analysed the uplift in average basket values for all its clients.  Different retailers experience different levels of uplift, with no statistical correlation between uplift and market sector such as luxury, mid-range or high-street.

The average basket value for the clothing, footwear and accessories sector as a whole has declined by 1% over the last 12 months.  Womenswear has seen an increase in average basket value of 2%, but menswear has seen average basket values decline by 10%, the largest fall in any online retail category as monitored by industry group IMRG.

Heikki Haldre, Fits.me’s founder and VP Business Development, said, “Not only do virtual fitting rooms increase conversion rates, they increase the average value of each conversion – impressive and valuable against a backdrop of increasing conversion rates but declining basket values.  Throw in reduced returns because shoppers buy more accurately and the business results are demonstrably, measurably clear.  And all this comes from improving the customer experience.

“So what seems to be happening is a combination of several things.  The additional fit confidence they get from using the virtual fitting room effectively causes a proportion of shoppers to upsell themselves to more expensive garments.  Others simply add one or more extra garments to their basket, perhaps since they’re confident of the fit.  And other customers, perhaps even shoppers who might have been shopping for something other than clothes, find themselves buying a garment because of the virtual fitting room,” he explained.

Currently, most virtual fitting rooms and fitting room usage comes directly from garment product pages.  Cross-recommendation functionality, in which garments are proactively recommended in conjunction with each other or with other products from pages other than the basic product page, will provide opportunities to boost average order values still further.


Must ReadView All

Pic: Infinited Fiber Company

Textiles | On 21st Apr 2021

Infinited Fiber plans to build €220 mn flagship factory in Finland

Circular fashion and textile technology group Infinited Fiber Company ...

Pic: Fespa

Textiles | On 21st Apr 2021

Print production technology will continue to evolve: FESPA CEO

Print production technology will continue to evolve, and new...

Pic: Sundry Photography / Shutterstock.com

Retail | On 21st Apr 2021

US omnichannel retailer Kohl’s and Investor Group reach agreement

Kohl’s Corporation, a leading omnichannel retailer in the US, has...

Interviews View All

Textile Industry, Head honchos

Textile Industry
Head honchos

Tech in fashion industry has hit acceleration button

Textile Industry, Head honchos

Textile Industry
Head honchos

One thing is certain, online sales will go up

Textile Industry, Head honchos

Textile Industry
Head honchos

Virtual reality would be the new normal

Ritu Oberoi,

Ritu Oberoi

Mumbai-based Forsarees is a socially driven business enterprise, working...

David Guiho,

David Guiho

Headquartered in Apt, South of France, Delta Plus designs, manufactures...

Anupam Chakrabarty,

Anupam Chakrabarty

Headquartered in Finland, Helsinki, Lindström Group is a textile rental...

Tiasha Renganathan, Twinery Innovations by MAS

Tiasha Renganathan
Twinery Innovations by MAS

Twinery-Innovations by MAS is the innovation arm of Sri Lankan company MAS ...

Brad Holschuh, Wearable Technology Lab, University of Minnesota

Brad Holschuh
Wearable Technology Lab, University of Minnesota

A new study led by researchers at the University of Minnesota's Design of...

Suresh Patel, Non Woven Federation of India

Suresh Patel
Non Woven Federation of India

The Non Woven Federation of India (NWFI), representing the regional...

Abhishek Bajaj & Samiksha Bajaj, Samshek

Abhishek Bajaj & Samiksha Bajaj

Samshek is a fashion forward tech brand which combines digital experience...

Megha Kumari & Jigar Mali, Label Megha & Jigar

Megha Kumari & Jigar Mali
Label Megha & Jigar

New Delhi based label Megha & Jigar blends India's unique handcrafts...

Sandeep Gonsalves & Sarah Gonsalves, Sarah & Sandeep

Sandeep Gonsalves & Sarah Gonsalves
Sarah & Sandeep

Established in 2012, Sarah & Sandeep is a luxury menswear label...

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

April 2021

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

Advanced Search