T R E N D WA T C H
Virtual Fit
With mobile devices bringing technology to consumers’ fingertips, a
natural development has been clothing fit technology made easy. ese Virtual
Fit companies aim to solve the age-old dilemma of getting clothing to fit just
right, without the constant need of a tailor (or an in-store try on). Without a
dedicated sizing system among retailers, most customers seek to try on pieces
or hope for the best when ordering online, especially if they don’t have
experience with the particular brand’s fit. Vanity sizing remains a problem in
countries like the United States where standard sizes have been known to
increase in actual measurements over time. Retailers are also quick to want a
solution, as many claim an incredible 20-40% of purchases are eventually
returned, with the number one problem being fit.
One market leader in this space is True Fit, a winner of two 2012
MITX Innovation Awards, one for Best Consumer Tech and another for Best
Analytics/Business Intelligence. True Fit uses an algorithm to predict how
clothes will fit based off the existing fit at hundreds of brands. Used by major
retailers like Macy’s and Nordstrom, True Fit suggests brands and sizing based
off a survey users take about past pieces they’ve already purchased.
Fitiquette, acquired by Indian fashion and lifestyle shopping site
Myntra this past April, is a virtual fit dressing room with a 360 degree view.
Users can create body replicas to try on clothing before they buy. e company
aimed to address the usual problems with purchasing clothing online. e fit
technology features true to form measurements rather than the usual 2-D
images used in many catalog photos and retail apparel sites.
Other companies aim to solely provide an online platform for
shoppers to create virtual closets as sharing is on the rise - these sites hope to
act as social networks for fashionistas. Notable names include Netrobe, which
features basic sharing and closet organizing functions, and Stylitics, which
goes a step beyond and attempts to connect a user’s closet with existing pieces
from major retailers. Users can receive rewards, gain access to special events,
and shop celebrity closets such as Steven Kolb, CEO of the CFDA or musician
Kate Voegele. Love at Fit is another fit tech platform in development that
combines the social aspect of shopping with achieving the perfect fit. e site
aims for users to have an experience similar to real-life mall shopping, the
ability to mix and match outfits, and the ability to ask friends for their
recommendations.
Clothia, meanwhile, is a multi-feature online destination for fit
and discovery. Users can add items to a virtual closet to mix and match outfits.
Augmented reality is integrated with a unique try-on experience with a user’s
webcam. Members can even create lookboards to share with other community
members (not unlike Pinterest). We expect to see more virtual fit companies in
the form of extended augmented reality apps to try on clothing remotely and
more sophisticated 3-D body cloning, with companies like Cloud Cliques
tapping into the trend (currently in development).
Virtual fit is a tough problem to tackle: clothing comes in a myriad of
fits (even within one brand), cuts can differ from piece -to-piece, bodies come
in countless sizes & shapes, and most virtual fit technology hasn’t yet caught up
with the consumer’s needs. We see the possibility for big wins in this space, as
smart companies address this onerous challenge.
As of press time there were 22 companies categorized as Virtual Fit in the TWF
fashion tech database.