Virtual Try-On for Apparel: Thriving Through the Challenges in Cloudy Fashion Market

With the recent surge in e-commerce fashion sales, digitally adept consumers have come to view advanced digital solutions not merely as a luxury, but as a fundamental expectation in their shopping experience. Texel.Moda, at the forefront of this revolution, merges the physical and virtual worlds to offer an engaging, efficient, and convenient shopping experience, both online and in-store.

E-Commerce and Fashion Trends

The fashion retail landscape is transforming with 2023 being cloudy for the industry in general.

According to McKinsey’s ‘The State of Fashion 2024’ most industry leaders expect challenges to become persistent and resilient due to lower economic growth, persistent inflation, and weak consumer confidence.

The necessity to invest in technologies becomes paramount to thrive during these times.

Evolution of E-Commerce: The Rise of Virtual Fitting Rooms and Generative AI

The store of the future will differ significantly from today's. Customers are becoming more conscious of their purchases, leading to a decline in large inventory stocks and a rise in tech-driven shopping experiences. Generative AI is at the heart of this change.

The landscape of online shopping is evolving rapidly, with forecasts indicating a 9.4% growth in the online fashion market per year. In this dynamic environment, virtual try-on technology emerges as a critical tool for retailers aiming to enhance e-commerce conversion rates.

Virtual try-on technology is more than just a trend; it's a strategic response to the shifting habits of consumers. By enabling online shoppers to visually and virtually try on clothing, this technology addresses a crucial gap in the digital shopping experience. Notably, 71% of consumers report they are more likely to shop frequently with brands that integrate virtual try-on into their online shopping journey.

At Texel.Moda, we observe this trend firsthand. Brands that have embraced our Texel.Moda widget have seen remarkable results: a 31% increase in customer engagement, a 10% uplift in conversions, and a 13% rise in average order value (AOV). These metrics underscore the tangible impact of generative AI technology in transforming the e-commerce landscape.

Global apparel giants, from Louis Vuitton to Nike and Walmart, are actively exploring the capabilities of generative AI, employing innovative solutions like magic mirrors and virtual fitting applications. This exploration is not just about keeping pace with technological advancements; it's about redefining the shopping experience.

By merging the interactive, tactile experience of a physical store with the ease and convenience of online shopping, virtual try-on software is crafting a new, omnichannel journey for customers. This hybrid approach doesn't just enhance the shopping experience; it also streamlines operational efficiency and fortifies the financial health of businesses. In an era where customer experience is paramount, virtual try-on technology stands as a pivotal innovation for retailers looking to thrive in the competitive e-commerce landscape.

Generative Virtual Fitting: The Core of Modern Retail

Virtual fitting technology allows consumers to try on clothes digitally, without physically wearing them.

For example, Texel.TryOn provides a photorealistic simulation for online shoppers, allowing them to see exactly how clothes will fit and appear on their bodies. This offers a true-to-life online dressing room experience. The system intelligently identifies key points on clothing items and adjusts their textures on a customer’s image for accurate representation. Customers can select a garment on the website, click the accompanying widget, and be guided through a simple questionnaire profile, taking no more than 20 seconds. This process reconstructs body measurements, enabling the technology to tailor the garment virtually to the customer's physique, showing them precisely how it will look and suggesting the optimal size and fit.

Texel.Moda digests product images from retailers' websites to generate digital assets for virtual try-ons, making it the most scalable technology capable of processing thousands of new products every day. This reduces the onboarding time for brands from months and weeks to mere days. The same assets can be used omnichannel - on websites and apps, in-store with smart mirrors, and through messengers like WhatsApp - to deliver ultra-personalized experiences.

This integration of scalability, rapid onboarding, and versatile application transforms Texel.Moda's technology from a marketing and activations product into a robust business tool, delivering sustainable metrics and tangible return on investment.