APPAREL MERCHANDISING

ASSIGNMENT – II

Topic  Applicability of Virtual Try On in Apparel Supply

Chain

Submitted To: Submitted By:

Mrs. Sulagna Saha Bhaskar Raj
Asstt. Professor Himanshu Sharma
NIFT Bhubaneswar Kaustab Brahmachari
 CONTENT
Topic Name Page No.

1. Introduction 01
2. Working Principle 02
3. Used by Major Brands 03
4. Reasons for adding Virtual Try On in
Supply chain management 04 - 07
5. Advantages of Virtual Try On 08
6. Future of Virtual Try On 09
7. References 10
 Introduction
Virtual try-on concept allows Internet visitor to try-on product on website page. The
realization of this concept supposes the use of different and powerful technologies. It can be
processed with models, customer pictures or video in “real time”. The ultimate experience of
virtual try-on or virtual dressing room and is also called “Augmented Reality”: place a 2D or
3D object in a real video feed. This cutting edge technology enables users to try on most
retail product lines virtually in real time or via photo. Virtual Try-on solution had acquired a
prime space in the industry at a pace. Try-on solutions are an advanced way to boost
traditional marketing strategies.

Classification of “virtual try on” according to their use:

 A virtual dressing room is the online equivalent of an in-store changing room. It

enables shoppers to try on clothes to check one or more of size, fit or style, but
virtually rather than physically

 The virtual fitting room is a simulation of trying on clothes — similar to a video

game version of a dressing room, but with a possible purchase of real clothing at the
end. Like the mobile phone and the interactive kiosk, this high-tech Internet
marketing strategy has the potential to transform the retail experience, with particular
relevance for apparel and fashion.

 A virtual mirror or smart mirror is a device that displays a user's own image on a
screen as if that screen were a mirror. Some versions feature augmented
reality additions to the video display, or use an entirely virtual graphical avatar of the
user. Virtual mirrors are available as mobile phone applications, with some allowing
users to modify the appearance of their hairstyle, make-up or accessories. The
technology is also used in online shopping and in-store shopping to show people how
an item of makeup, clothing, handbag or accessory might look on them. Some major
retailers use the technology to provide virtual dressing rooms to customers.

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 Working Principle

Virtual try on, virtual dressing room and virtual fitting room works on the principle of
Augmented Reality. Augmented reality (AR) is one of the biggest technology trends right
now, and it’s only going to get bigger as AR ready smartphones and other devices become
more accessible around the world. AR let us see the real-life environment right in front of
us—trees swaying in the park, dogs chasing balls, kids playing soccer—with a digital
augmentation overlaid on it.

Augmented reality overlays computer-generated video onto camera-captured video in such a

way that the objects appear to have an absolute location in the real world. It works through a
few components.

The camera streams real-world footage to the display and graphics algorithm. Most
augmented reality solutions work by superimposing the 3D model or picture of a garment or
accessory within the live video feed of the customer. The superimposed 3D model or picture
of the garment or accessory will then track to movements of the customer so it appears as if
the customer is wearing the virtual item in the video view. Augmented reality virtual dressing
Rooms usually require a desktop webcam, a smartphone camera or 3D camera such
as Kinect to function.

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 Used by Major Brands
Major companies like Fits.me, True Fit, Metail, Dressformer, Clothes Horse, or Virtusize
are supplying fashion outlets a variety of the latest tools to set up changing rooms on the web.
According to the requirements of retailers, some popular variations include photo-accurate
fitting rooms, size recommendation solutions, robotic mannequins, 3D models of customers,
and augmented reality. Respected fashion labels such as Hugo Boss, Adidas, Pretty Green,
Thomas Pink, Superdry, Austin Reed, Hawes & Curtis, Crew Clothing and others are using
one or more of these variations to help shoppers visualize how clothes will look on their
bodies. At the fitting room, a customer has to feed some basic measurement inputs like
height, arm length, waist, etc., and smart technology will do its part. Instantaneously, a virtual
doppelganger will come live on the user’s screen wearing the selected dress and inform
whether and how it will pass muster in terms of fit. In some cases, 3D models will replicate
diverse real life situations to present shoppers with a detailed view of clothes from as many
angles as possible. Users can also try out various lowers, tops, accessories, shoes at the same
time to get a complete look.

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Reasons for adding Virtual Try on in Supply chain management -
As a part of supply chain, virtual try-on can definitely help in making an easier connection
between the retailers and the customers. Virtual try-on technologies are having a moment in
retail this part of time. The adoption is growing everywhere.
It all started with augmented reality mirrors and apps reshaping the way beauty consumers
discover and try on products in the past five years. Now, fashion and accessories brands are
finally subscribing to virtual try-on in a variety of ways with the hope of driving engagement,
increasing sales and fighting back returns.
Some of the most recent examples include Nike’s try-on shoe app launched this past May. It
measures the shape, size and volume of feet in order to recommend to people the best size to
buy in the sneakers they’re interested in. According to the brand, the accuracy is within two
millimeters and the whole process takes less than a minute.
Gucci followed suit a month later with a try-on that enables users of its app to see the Ace
Sneakers on their feet in real-time. Shoppers can look at the shoes from different angles, and
take pics to share on social media. This pilot is powered by one of Current Global’s core
technology partners, Wannaby – a Belarus-based startup that specializes in “augmented
commerce”.
In the eyewear category, Ace & Tate launched a feature on its website where users can see
what they look like in its sunglasses on screen. Michael Kors has also done this via Facebook.
And in hard luxury, an experiential pop-up from Richemont in New York, called Arcadium,
features a virtual try-on experience by Jaeger-LeCoultre that allows shoppers to try styles by
placing a ‘marker’ bracelet on their wrist.

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1- Growing consumer expectations: Virtual try-on was born in the cosmetics space –
cutting its teeth with brands like L’Oréal through to Sephora. It gained ground as shoppers
got used to the idea of being able to see their faces with all manner of filters on thanks to the
realism on social apps including Snapchat and Instagram. What was once a tech-generated
value that consumers took a while to understand, is now perceived as a right that is extending
to footwear and eyewear.
E-commerce is evolving to serve a time-stretched and more demanding shopper that is used
to having everything they want at their fingertips. Included in that is the ability to see what
something will look like specifically for them, before they hit purchase. It’s utilitarian.

2- The tech has evolved: Behind this trend is the fact the technology has caught up to the
expectation. It’s now smarter, more realistic and affordable. Five years ago, the artificial
intelligence and augmented reality that was needed to provide realistic mapping to the human
face or body, just wasn’t there. Many good teams tried and failed – mostly because market
demand wasn’t enough to fund their growth.

3- Reducing returns: The value of returned goods will rise from $350 billion in 2017 to
$550 billion by 2020 in the US, according to forecasts from Happy Returns. A contributing
factor to this worrisome growth is customers opting to shop from home instead of in-store.
During our work sourcing solution partners for various retailers, we’ve observed virtual try-
on solutions consistently delivering positive results – from a 20% increase in basket-size for
Sunglass Hut to 120% increase in engagement in a brand app. The upside for brands lies
primarily in driving conversions while reducing return rates since the more likely a product is
right, the more likely the individual will both buy it and keep it.

The human body, and the ability for virtual try-on of full clothing, has been developed in
chapters. The challenge is to develop accurate visualization and mapping. Companies with
algorithms from the US to Eastern Europe to China that have accurately learned the face, flat
feet (high-heels try-on is still in the works), and now are focused on the variations of
consumers hands and ears. Tech companies are racing to develop realistic capabilities in that
sector to establish themselves as category owners.

The technology is quite impressive and is already here, with two startups leading the way on
mobile and in-store. But the high cost of the tech at the present moment has prevented
widespread adoption. As the space moves fast with growing adoption of AR in consumer
shopping behavior globally, virtual try-on can be a staple in the corporate innovation toolbox
for all retailers keeping up with the digital age.

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 Advantages of Virtual Try On
 Improve Customer Experience: The virtual try-on helps to find the frames that suit the
best.

 Create Competitive Edge: Stay head among the competitors by offering the customers
the variety of products with the product satisfaction they need.

 Social sharing: With the sharing option “upload” and share the image with the products
on the social platform.

 Increase Profitability: The virtual app allows the user to try the products with complete
accuracy. This helps to increase the ROI of the business.

 Explore the virtual Option: Virtual try-on requires just a matter of seconds to try the
variety of the products with little time interval. Users can explore a number of products
hassle-free.

 Easy Customization Options: The customized option of the app allows the user to
change the pattern, color, size and lot more. This helps maintain user satisfaction.

 Strong decision-making: The virtual try-on app supports a strong decision-making

process that helps the customers to decide the product hassle-free.

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 Future of Virtual Try On
With growing technology, users will have more accurate renderings of how digital objects
look in physical spaces. Virtual Try-on can completely transform customer experiences.
These innovations will help companies connect with customers and shoppers to make
accurate purchase decisions and thus reducing purchase anxiety.

One more exciting thing for online retailers apart from conversion opportunity is its ability to
cut down the downside of e-commerce returns. Consumers can confidently confirm fit and
size with the virtual try-on be it a couch to fit in your living room or a new pair of sneakers.

Hoping that more and more industries will rely on Virtual Try on Marketing in the future and
decrease their cost of returns. As adoption rate increases, technologies grow rapidly and
efficiently. This technology has the potential to transform customer experience and empower
shoppers to take accurate decisions.

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 References
 https://hal.archives-ouvertes.fr/hal-01728062/document
 https://www.strategy-business.com/article/00073?gko=3559e
 https://arpost.co/2019/02/11/how-augmented-reality-is-redefining-the-fashion-industry/
 https://www.sciencedirect.com/topics/engineering/apparel-supply-chain
 https://www.thesun.co.uk/tech/8293349/amazon-app-try-on-clothes-virtual-mannequins/
 https://alvanon.com/solutions/3d/
 https://www.textronic.com/tryon.html

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