Virtual try-on reinforces VF’s Dickies brand
Less than a year after launching an artificial intelligence (AI)-powered virtual fit program, VF Corp. sees an increase in purchases and customer satisfaction as well as a reduction in returns.
This, according to a customer case study published this month by California-based company 3DLOOK, which partnered with VF last May to help personalize its Dickies clothing brand for young, digitally active Chinese consumers using the platform. Alibaba’s Tmall.
Although Denver-based VF has been in business for 120 years, the company marked the first time it used AI on any of its brands and it looks like the teamwork is paying off. .
“The pandemic has only accelerated our need to use digital technologies to become more agile and responsive to consumer demands and the fit recommendation was one of the key opportunities we identified,” Adela said. Tan, vice president and general manager of VF Asia Pacific, Dickies, in a statement describing the results.
Specifically, after just nine months, VF has seen gains in several key retail metrics, but most importantly a 94% increase in conversions since implementing the program in May 2021. At the same time, the case study showed that customer satisfaction was up and its so-called Net Promoter Score – a popular industry metric used to evaluate customer experience programs – was also higher.
Customers want more
Officially, Dickies reported that 87% of customers said 3DLook’s digital fitting tool improved the shopping experience and that they would like to see size and fit recommendation software added to more than products.
Whitney Cathcart, co-founder and chief strategy officer at 3DLOOK, told PYMNTS that there are several things VF is doing with technology, including finding new ways to reduce returns and better track them, while developing new ideas like AI in the system are growing while absorbing data and buying trends unique to each retailer’s customers.
“Obviously we want to look at return rates and that will take a little longer because each brand has a different return policy,” Cathcart said, noting that consumer habits change based on variables such as whether returns are free or not.
According to a PYMNTS study, 89% of consumers made at least one online purchase during the holiday season. However, 56% of holiday shoppers think they might have to return a purchase because of the wrong size, color or style.
Other PYMNTS research has shown that online retailers may need to tailor the online shopping experience to meet consumer preferences, as the study found that the majority of customers consider ease of purchase and the excellent customer experience during their purchases as one of their most important criteria.
How it works
To use the 3DLOOK program, shoppers at the Dickies Tmall store select a product and let a voice guide them through a quick stream of photos. From just two photos, front and side, the program obtains more than 80 measurement points using a combination of computer vision and 3D statistical modeling. It then compares this with the product data to determine the best size and fit for the customer’s body.
Cathcart said consumers would get the correct size but not receive their specific measurements.
“What we’ve learned is that consumers don’t want to know their measurements because they also often have a view of their size that’s different from what they actually are,” she said. “We certainly have all that data, but what we’re giving the consumer is a better shopping experience around the fit. So it’s really about removing the complexity.
Cathcart said clothing manufacturers each have a different version of sizing; a person may be one size in one brand but may be considered taller or smaller in another.
“So unless you really understand how the apparel industry works, these size charts often result in higher return rates because consumers don’t know how to read them,” Cathcart said.
Besides VF, she said 3DLOOK technology is currently used by 70 different brands, including uniform makers Unisync and Fechheimer Brothers, as well as 1822 Denim and Mive.
The trend of AI equipment
Certainly VF and 3Dlook aren’t alone in looking for ways to use technology to alleviate long-standing issues in the retail industry that are getting worse alongside the overall growth and adoption of the digital trade.
Last May, for example, Walmart announced it had purchased Israeli virtual fitting company Zeekit to help boost its appeal to customers by making it easy and fun to view different outfits through an AI fashion app.
“Virtual fitting is a game-changer and solves what has always been one of the hardest things to replicate online: understanding the fit and what an item about you will look like,” said Denise Incandela, Vice President apparel and private label executive. at Walmart US, calling Zeekit and its fitting tool a key part of the retailer’s plan to deliver an “inclusive, immersive and personalized experience” to its diverse customer base.
Meanwhile, Amazon is launching an interactive physical store that will allow people to make digital purchases, try on their selections and receive other suggested items to watch based on their history and user algorithms, Simoina said. Vasen, CEO of Amazon Style. in a blog post on January 20. The first location is set to open later this year in the Glendale neighborhood of Los Angeles at The Americana at Brand, a shopping, dining and entertainment center.