As clothing brands and retailers continue to grapple with the costly issue of returns, many are increasingly turning to artificial intelligence (AI) to help consumers buy products that meet their expectations upon arrival. At Star Brands Consulting Ltd, we are committed to staying at the forefront of these innovations to provide our clients with the best possible solutions.
True Fit’s Generative AI: Introducing Fit Hub
A notable advancement in this space comes from True Fit, a leader in size and fit personalization. On June 5, True Fit announced the launch of Fit Hub, an AI-powered application designed to simplify the often complex process of determining size when shopping online.
Fit Hub aggregates and distills a myriad of data points — including personal size recommendations, product reviews, and size charts — into a cohesive and accessible format for shoppers. This innovation addresses a significant pain point: the inconsistent and sometimes contradictory sizing information found across various retail websites.
Todd Coughlan, Senior Digital Analytics and CRO Manager at the UK-based clothing retailer Boden, noted, “For many years, we’ve been partnering with True Fit to bring personalization to our customer experience with AI, helping our shoppers to buy the right size the first time and avoid the disappointment and hassle of returns.”
AI in Virtual Try-Ons
In addition to size personalization, some fashion merchants are leveraging AI for virtual try-ons. Retail giants like Walmart and Amazon have integrated virtual try-on features for apparel, footwear, and accessories. These tools enhance the shopping experience by allowing customers to visualize how products will look on them, thus reducing the likelihood of returns.
Wayne Liu, President and Chief Growth Officer at AI and augmented reality (AR) beauty technology company Perfect Corp., emphasized, “Virtual try-on helps to reduce returns because you get the best product, which you like the most.”
Enhancing Shopping Journeys with Mixed-Reality Technologies
Beyond AI, retailers are embracing mixed-reality technologies to create more immersive shopping experiences. When Apple launched its Vision Pro mixed-reality headset in February, forward-thinking apparel merchants like J.Crew and Mytheresa seized the opportunity to offer more engaging retail journeys.
J.Crew introduced its “J.Crew Virtual Closet,” a 3D shopping experience that allows customers to explore products and create outfits. By integrating Apple’s SharePlay feature for FaceTime video calls, J.Crew provides real-time stylist guidance within a realistic virtual environment.
Similarly, Mytheresa’s Apple Vision Pro app immerses users in lifelike, animated settings reminiscent of shopping in high-end destinations like Capri, Italy, and Paris, France. Consumers can explore curated selections of upscale brands such as Valentino and Saint Laurent, envisioning their dream wardrobe in these virtual environments.
Consumer Interest in Technological Shopping Experiences
Research from the PYMNTS Intelligence report “How Connected Devices Enable Multitasking Among Digital-First Consumers,” based on a survey of over 4,600 U.S. consumers, underscores the growing consumer interest in mixed-reality technology for shopping. The report found that:
- 38% of connected device owners are highly interested in using virtual technology to preview how items would appear in their living space before making a purchase.
- 32% are similarly enthusiastic about using virtual reality technology to shop for retail products housed in physical stores from the comfort of their home or workplace.
Conclusion
At Star Brands Consulting Ltd, we believe that the integration of AI and mixed-reality technologies represents the future of retail. These innovations not only reduce the burden of returns but also enhance the overall shopping experience, making it more personalized and immersive. By staying ahead of these trends, we ensure that our clients are well-positioned to meet the evolving demands of modern consumers.
For more insights and to explore how we can help your brand leverage these technologies, please contact us now.