Part of Richemont, Yoox Net-a-Porter has over 20 years of experience and currently serves 5.3 million customers in over 170 countries. Now, customers of its private label, Mr P., are offered what’s described as a bespoke and seamless way to determine their best size and fit, thanks to the launch of a virtual try-on pilot.
The technology is being rolled out for 90 styles across Mr P.’s permanent collection, available on MR PORTER, which is accounting for 70% of the range. Not only does it enable a tailored and practical shopping experience but also seeks to reduce the need for customers to return items. Size and fit have been confirmed by YOOX NET-A-PORTER’s customer insights as the primary reasons for returns.
In 2021, Mr.P became the first of the company’s private labels to embed Digital IDs, which share post-purchase insights with the customer on design, provenance, care, and repair. This is a technology that 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.
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 right for them. The technology also aims to support growing consumer appetite for more conscious shopping. According to the mentioned insights, 90% of the company’s 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, which we believe it’s a fantastic and intuitive shopping aid, says Alison Loehnis, ad interim CEO, YOOX NET-A-PORTER. 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.
The virtual try-on will be piloted internationally in six languages — English, Italian, German, Japanese, Korean, and Arabic — and the return volume and other data will be tracked during a six-month trial.