There’s nothing quite like going into a fitting room to see if an article of clothing truly flatters a body shape. And a still image on a Web site can only convince a shopper of so much.
But now, U.K.-based
This is how it works: First, a shopper chooses from one of the three models to best mirror their body type (reflecting small, medium and large frames). Second, the shopper browses through different product styles, brands and prices before selecting an item for the model to try on. And finally, the model walks onto the screen wearing the products. Shoppers can control the model’s movement, telling her to turn or walk closer to the screen so the consumer can have a better look at the product style or fit.
The details of each product are displayed in a nearby box. When users are ready to make a purchase,
What’s refreshing about the site—in addition to the obvious—is the inclusion of models with realistic figures. This offers true-targeted help to a diverse shopper base. However, the site only offers three body types to choose from, all of which are relatively fit. Introducing more models with unique shapes, including plus sizes, would better cater to shoppers of all sizes.
The company said it does plan to add more models to the site in the future.
Also missing from
What could take the platform to the next level would be to allow models to try on various sizes and highlight what fits best for their shape. Editorial suggestions could also give insight into what fits best on curvy types as opposed to long or petite frames.
But overall, the foundation laid here is remarkable. And retailers can certainly learn a thing or two about taking simple technology to a whole new level.