On Friday, we checked out the launch of Stylewhile, a new iPad app which aims to solve the virtual fitting problem by avoiding it altogether. Users smoothly drag and drop potential outfits onto one of four avatar body types, obviously working with whichever option most closely resembles their size. Now another, more established virtual fitting company is promoting new ways to make digital try-ons better, likewise avoiding unwieldy customer photos.
Fits.me’s original product, a true virtual fitting room, makes it possible to adjust the size on an avatar-like mannequin to exactly mimic one’s own body. Client brands using the technology include Hugo Boss, L.K. Bennett, and Thomas Pink. To offer a simpler, less expensive option, Fits.me launched the Fit Advisor, the logic of which is self-evident. The program simply matches customer measurements to that of any garment they’d like to “try.” To improve that program, the company is creating an algorithm based on the measurements of myriad, multi-brand garments in a range of sizes.
Retailer clients of the start-up can give Fits.me a single item’s measurements, and their algorithm will establish, within 2.5% accuracy, the rest of the data required for shoppers to understand how the brand’s clothes will look on them. On the other side, Fits.me is appealing to measuring tape-averse consumers with a second algorithm, based on the body measurement data they’ve been collecting for years (anonymously, we’re sure). The resulting algorithm predicts how a garment will fit based on a shopper’s age, height, weight, and body type.
On another note — northern Europe is pulling away in the virtual fitting sector. Fits.me is a joint Estonian and British company, while Stylewhile just came out of Finland. Both are focused on the U.S. e-commerce market (at $4 billion a year, of course they are). Is Silicon Valley/Alley missing something here?