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Zalando will open virtual dressing rooms



A European online retailer invests in technology to select the most accurate clothing size when buying online.
Zalando Fusion

An online clothing retailer Zalando has acquired a Swiss start-up Fision; all details of the deal have not yet been disclosed. The main product of the company is software for scanning the body and create virtual fitting rooms. 

Such a step is designed to help customers solve the problem that inevitably arises when buying clothes online - the inability to try on a thing before buying it. The body will be scanned by using the customer's smartphone camera. The resulting model will then be used in virtual dressing rooms, where the buyer will assess how this or that thing sits and find the right size. 

Of course, a virtual "putting on" a shoe or jacket will not compare with a real fitting and will not give the buyer a complete understanding of whether a thing fits him or her. However, this solution to buying at random is at a high risk of missing out on size. With the development of technology, such virtual fitting will become more and more convenient for consumers.

Such virtual fitting has become incredibly popular due to restrictions on physical store visits due to the pandemic. The new reality requires new approaches, and developers strive to meet as much demand in this rapidly developing niche as possible.

Scanning multiple body parameters will help to reduce the quantity of unsuitable clothing and the number of returns. It is also expected that creating such virtual fitting rooms will help establish closer communication with customers. It will increase loyalty by providing more comfortable shopping conditions and reducing the stress that inevitably arises during the purchase of clothing online.

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