Italian retailer Yoox Net-a-Porter launches virtual try-on pilot

YOOX NET-A-PORTER continues to elevate its online shoppingexperiences with the launch of its inaugural virtual try-on pilot. The technology is being rolled out for 90 styles across the Mr P. Permanent collection available on MR PORTER, accounting for 70% of the range. The initiative powers a tailored and practical shopping approach that simultaneously seeks to reduce the need for customers to return items.

Through the new size simulator tool, customers can create a high-quality 3D avatar that mirrors their own measurements, either through step-by-step guidance or by providing their clothing sizes from favourite fashion brands. In seconds, they can realistically see how a garment will look on their body, to visualise their ideal fit and determine whether the product is the right match for them. YOOX NET-A-PORTER’s customer insights confirm that size and fit are the primary reasons for returns, the volume of which will be tracked during this six-month trial. The technology is designed to support growing consumer appetite for more conscious shopping, as 90% of YOOX-NET-A-PORTER customers say they favour retailers that help them to reduce returns, and 83% are trying to shop more intentionally to avoid sending items back.

“We have been closely following developments in virtual try-on technology for a while, in search of slick and user-friendly functionality. We are excited to launch our tool which we believe is a fantastic and intuitive shopping aid. Customers of Mr P. will be able to clearly visualise the look, fit and drape of pieces from a variety of different angles, making the selection process easier than ever.” Alison Loehnis, ad interim CEO, YOOX NET-A-PORTER

Virtual try-on will be piloted internationally in six languages: English, Italian, German, Japanese, Korean and Arabic. The tool is being applied across the Mr P. Permanent range — an ideal candidate given that its evergreen styles and men’s wardrobe essentials are available for extended periods, enabling the pilot to run for six months.

Mr P. is owned by MR PORTER and has grown to become one its top 10 brands. Often at the forefront of innovative design, in 2021, it became the first of YOOX NET-A-PORTER’s private labels to embed Digital IDs, which share post-purchase insights with the customer on design, provenance, care and repair – a technology the brand continues to feature within its ready-to-wear collections.

Over the past two years, YOOX-NET-A-PORTER has successfully launched 3D asset trials for fine watches and accessories. Virtual try-on is the next phase of the business’ 3D strategy, now testing the customer benefits of this technology for apparel.

Note: The content of this press release has not been edited by Fibre2Fashion staff.

Fibre2Fashion News Desk (HU)