Virtual try-on takes to UK fashion stores

UK-based digital experience firm Raydiant has partnered with VR platform Zyler to offer its retail clients a virtual way for their customers to try on clothes.

The technology allows consumers to see themselves in any outfit without having to physically try it on.

According to Raydiant, the idea is not only to reduce the number of product returns but also for brick and mortar fashion stores to transform and maximise their floor space.

Luxury Belgium-based brand Valentine Avoh and Canadian bridalwear boutique Frobox leveraged the technology last year with Frobox said to have witnessed 66% of its online audience engage with the tech.

The UK-based platform added that the introduction of this type of technology should boost footfall and encourage customer engagement. According to AR platform Threekit, 61% of consumers prefer retailers that offer augmented reality experiences suggesting that this may be a crucial offering that retailers need to capitalise on to attract and retain customers, especially in the current financial climate.

“When customers see themselves in items before purchase, they are more excited about the products, their confidence is boosted, and the brand becomes more inclusive,” Raydiant said in a statement.

Alexander Berend, CEO of Zyler, added that it has seen demand for the virtual try-on offering with colleagues on-hand to help customers to use the technology, “and now it’s easier than ever to get set up in-store”, he said.

More retailers are expected to incorporate AR experiences into their business this year. Threekit suggests that 71% of consumers are more likely to shop with retailers that offer AR experiences and predicts the number of retailers who offer this type of tech to increase by 4% in 2022 – in Japan already, 66% of consumers want offline stores to offer AR experiences.

In an earlier report, over a quarter of British retailers said they are being tempted by the metaverse and brands such as Nike, GAP, and even Coca cola have already released virtual hoodies and sneakers for consumers to purchase.