British fashion brand Goddiva has partnered with Zyler to create the first virtual try-on solution of its kind in the UK
Returns can be a nightmare for fashion retailers selling online. And while some big names such as Zara have introduced a returns fee in an effort to reduce rates, others are still hoping to do so without passing on the cost for customers.
UK womenswear brand Goddiva may have come up with a solution. As part of a new partnership with tech firm Zyler, the label is introducing a revolutionary new Digital Dressing Room solution for its online B2C store.
The collaboration marks a new chapter in AI-powered virtual try-on technology, allowing shoppers to see themselves in their chosen products before making a purchase while also providing a customised size recommendation. The company says this provides a realistic fitting room experience similar to visiting a real bricks-and-mortar store.
How does it work?
After selecting their garments, customers are just a few quick steps away from visualising how the fit and style will look in real life. Shoppers simply answer a few questions to establish their ideal size and then upload a profile image or to take a new headshot. They will then see an AI-generated image of themselves wearing the outfit they are interested in purchasing.
What makes it different to other virtual try-on tech?
Unlike other platforms offering size recommendations and virtual try-ons, this fully automated, combined integration is the first of its kind in the UK. Not only will it give shoppers a better idea of how garments will look and fit on their own bodies in real life, it will also allow them to share images with friends or on social media with just one click. Goddiva hopes the launch will help increase conversions and reduce the need for customers to purchase various styles to try on at home.
Returns among customers who are either unsure of their size or are ordering for choice are among the biggest challenges for the fashion industry. UK returns generated around 350,000 tonnes of CO2 emissions in 2022 alone and cost retailers an estimated £7 billion. Goddiva and Zyler will be running tests to track the exact effect the AI-powered fitting room has on both conversion rate and returns, and will be sharing their results later this year.
“We are thrilled to bring this first-of-its-kind technology to our UK customers in partnership with Zyler,” say Goddiva founder and CEO Mina Melikova. “Our digital dressing room allows shoppers to find their perfect fit, visualise themselves in our designs, and make more confident buying decisions. We’re excited about the potential this has for reducing returns and supporting a more sustainable future in fashion.”
Zyler CEO Alexander Berend adds: “We’re proud to partner with Goddiva in launching a truly innovative and interactive shopping experience. This integrated solution allows customers to engage with fashion in a whole new way, combining personalisation with industry-leading technology.”
The new digital dressing room is now live on Goddiva’s website. It’s currently uncertain whether this new technology could be rolled out to independent retailers. However, if successful, it could pave the way for fewer industry-wide returns in the near future.