Can the fate of the online virtual fitting room be reversed?
With the maturity of 3D and AR technologies, the "virtual fitting" service launched by merchants and e-commerce platforms has been widely complained because of the inaccurate size and the large difference in upper body effects, and the function of perfect concept has become "chicken rib".
However, in the context of the epidemic, the service has once again been praised overseas, and shopping platforms and technology companies are experimenting with new technologies.
The concept of advanced virtual fitting is high hopes
In recent years, many e-commerce platforms and fast-moving apparel brands have launched the function of virtual fitting rooms.
Although it is full of gimmicks, the real experience is not good.
The main problem is the inaccurate shape and size of the clothing, and the effect of the upper body is quite different.
In addition, the collocation recommended by the system is relatively basic and popular, and cannot meet the needs of people who have individual needs for clothing.
After several years of testing the waters, on the domestic e-commerce platforms including Taobao and JD.com, the entrances of these virtual fitting rooms have basically been closed, and the brand's own virtual fitting services are also tasteless, and few people care about it.
The Dewu App still opens the fitting function in the eye-catching position of the footwear product. Using the mobile phone camera, you can see the upper foot effect of the shoe after you extend your foot, but you can't see the full body effect.
In fact, as early as 2005, the concept of a virtual fitting room (Virtual Fitting Room) was put forward at the International Science and Technology Forum as a kind of "advanced high-tech prospect".
This technology is mainly through the combination of augmented reality (AR), virtual reality (VR) and 3D calculation screens, using video real-time collection, picture files and other ways to automatically generate 3D all-round stereoscopic visual effects. , Allowing consumers to turn "try on before buying" into reality in a virtual environment.
At the same time, online shopping is changing people's consumption habits.
Inappropriate fit and poor results are the main reasons for online returns of apparel products.
Therefore, the virtual fitting technology has been placed high hopes.
The apparel industry hopes to solve the long-term pain points of online clothing shopping. AR technology companies have seen commercial needs, and web pages, mini programs and apps that enable online shopping to try on shoes have also sprung up.
Poor practicability and fate reversed after the epidemic
In reality, the freshness brought by virtual fitting has attracted many people to "early adopters", but because the virtual character image is difficult to completely restore the figure and posture of the real person, and it is impossible to restore the upper body effect of different sizes of clothes, this type of function It has become a dress-up game of "QQ Show" with poor practicality and has become a short-lived product.
However, some consumers believe that virtual fitting solves the problem of dressing.
It can easily match different clothes together and show the effect of wearing and matching, which is much more convenient than the mass fitting and selection of real people.
What's more, with the help of intelligent systems and big data calculations, consumers can grasp their clothing preferences and make smart matching recommendations.
Due to the impact of the new crown epidemic, many offline retail stores have experienced a sharp drop in passenger traffic, especially those in the clothing sector. Many overseas retailers are actively transforming themselves to help themselves. Virtual fitting rooms are a new tool they have tried.
The American survey agency Grand View Research predicts that by 2028, the global virtual fitting room market will reach 15.43 billion US dollars, equivalent to more than 100 billion yuan, which means that the compound growth rate of the market from 2021 to 2028 is 25.2%.
The use of advanced 3D technology to simulate face-to-face purchases will promote market development. In addition, the intervention of digital technologies such as augmented reality (AR) and artificial intelligence (AI) will create huge opportunities for virtual fitting rooms.
Technology companies try "dynamic" upgrades
Industry insiders have reservations
Israeli fashion technology company Zeekit hopes to bring virtual fitting rooms into the mainstream market.
On the app, users can upload a full-body photo, then try on clothing from a partner brand, and purchase directly through the app.
Recently, a luxury e-commerce platform of Farfetch announced that it will cooperate with Zeekit to launch a dynamic virtual fitting room, allowing consumers to preview the appearance of their wearing products when shopping on the platform, so as to better perceive the size, proportion and color, and obtain real An immersive and personalized shopping experience.
In the initial stage, some customers have the opportunity to digitize their image and can choose a variety of clothing series products.
Will the fate of virtual fitting be smooth sailing next?
There are different opinions in the industry.
According to the PwC Global Consumer Insights Survey, 60% of respondents said that they have used virtual reality technology to some extent.
However, it is still not practical to try on clothes through an avatar on a mobile phone.
Ben Parr, the president and co-founder of the marketing platform Octane AI, believes that this new technology may become a common phenomenon, but it is uncertain whether the virtual fitting room will exist for a long time when the epidemic is over.
But she thinks that young people will be more comfortable with this trendy way of fitting clothes.
Jonathan Treiber, CEO of RevTrax, a supplier management platform, believes that innovation is a good thing for consumers. Some will gradually become a way of life that people are accustomed to, and some without a shopping experience for consumers. Actual improvements will eventually be short-lived.
Text/Reporter Chen Si