Could Avatars Be the Solution To Reducing Returns?

A recently introduced digital twin fit predictor tool for luxury consumers allows them to virtually try out items based on their actual appearance and measurements. As reported in Vogue Business, this innovation has the potential to significantly reduce returns.

This new tool enables customers to generate digital twins reflecting their body proportions and measurements, which are true-to-size representations. Users can input their measurements, images, and body type, allowing the tool to accurately match their physique. Moving away from the conventional method of overlaying items onto images, this innovative technology involves fitting digital clothing onto digitized avatars of the customer’s body. This empowers customers to visualize how the garments will appear on their unique physique, facilitating informed size selections.

Testing for this new technology began in February by Yoox Net-a-Porter (YNAP), the Italian online fashion retailer. The results so far show promise, with 90 different styles from its house brand, Mr P, being sold on the men’s site Mr Porter. In November, Balmain, the French luxury fashion house, also kicked off testing virtual fitting and styling, beginning with a select variety of items. Many others have also tried out the tool successfully.

Making use of the power of artificial intelligence and cutting-edge 3D software, this new technology represents a significant leap forward in the luxury sector. Its utilization of the latest advancements in computing power sets a new standard within the industry.

In a release announcing its project, interim CEO of YNAP, Alison Loehnis, said that the firm had been looking for user-friendly virtual try-on technology for some time. In a separate statement, Balmain’s chief digital officer Simon Cottigny said that technology was finally at a point to “faithfully mirror Balmain’s unique signatures, patterns and designs,” and that the brand aimed to reduce returns and decrease the brand’s carbon footprint while giving a boost to sales. CEO Jean-Jacques Guével called it “a win-win.”

Initial data shows that digital twin fit predictors have the potential to boost customer confidence and reduce returns. Deepgears, the technology provider for the YNAP pilot, reports that brands utilizing its technology have seen an average decrease of 25% in return rates and a 28% increase in conversion rates for items offering the digital mannequin option.

According to a 2023 report by Coresight Research, commissioned by virtual try-on tech company 3DLOOK, approximately 85% of apparel brands and retailers in the U.S. either currently use or have plans to implement virtual try-on tools.