Younger Gen Z and millennials often find their ways to smaller brands with sustainable messages through influencers, but this seal of approval does not guarantee sales if consumers are continuously second-doubting what the clothes will look like in real life. Guaranteed free returns was a benefit introduced for online buyers in case the clothes did not fit or appear the way they expected, overtime this has encouraged shoppers to order, try and then return items at a very high rate. Noting that styling and size-related issues make up the majority of returns, businesses can opt for virtual fitting rooms to allow the physical tryon experience within the ecommerce environment. 3D Virtual Fitting rooms such as Style.me
allow online shoppers to specify their weight, height, and body type, to create an avatar and tryon clothes, get a size recommendation as well as seeing how items would look on their bodies. With the data collected, retailers can further understand their consumers, allowing collections to be sharpened, reorganized, and “repurposed” for greater sales and less returns. Reducing returns and ensuring consumers buy items they like and will wear contributes to the sustainability model.
Since the recent pandemic started, over 50% of younger consumers stated they are increasing their purchases from independent brands. Riding on higher discoverability, these brands can “repurpose” styling and emphasize the idea of “fit” using consumer data from the virtual fitting room. The positive impact is not only on the shopping experience but also the environment.
The future is 3D!