Virtual Fitting TechnologyGroup 4:

Katherine CampbellRachel Elliott

Jordan ZieverinkEllie WilloughbyMadalyn Jenkins

BackgroundIn this presentation we will discuss the effect of body satisfaction on online purchase intent and the use of

virtual fitting technology. This includes the findings and conclusions made from the survey we conducted on virtual

fitting technology, the procedure we followed while conducting the interview, and our recommendations for the

fashion and retail industry based on our findings. The purpose of this research is to find out how aware consumers

are of virtual fitting technology, and if or why they would or would not use it. The interviews serve as a means to

collect data to learn how consumers use virtual technology to facilitate their online shopping experience, what

features in technology are accepted or rejected, and how interested consumers are to try the technology themselves.

Background Virtual Fitting Technology is important to

retailers, designers and marketers because of how rapid the online apparel market is growing.

Virtual Fitting Technology is a “web shopping experience that allows consumers to interact with and try products via Web interfaces using virtual reality technologies’’ (Jiang & Benbasat, 2004-2005, p. 476).

According to a survey, virtual fitting technologies are only satisfactory to consumers when they are time saving (30%), reliable (21%), addressing a need (11%), easy to use (16%), and accessible (8%) (Burke, 2002).

Many technology experiences were unsatisfactory because of technology failure (43%), process failure (17%), and poor design (17%) (Burke, 2002).

Purpose Statement The purpose of this research is to find out how aware consumers

are of virtual fitting technology, and if or why they would/would not use it.

The purpose of these interviews is to learn how consumers use virtual technology to facilitate their online shopping experience, what features in technology are accepted or rejected, and how interested consumers are to try the technology themselves.

SampleThe key consumer segment for the retail fitting technology are millennials who were brought up using

digital technology. They are also known as Generation Y, and were born between the 1980’s and the

2000’s.

Innovative millennials use digital technology and social media more than any other generations.

Millennials make up 24% of the U.S. population.

Millennials are constantly being influenced by their friends, families, and strangers, along with many

others.

Millennials value beauty, patriotism, and spirituality, and fitness (The Boston Consulting Group, 2016).

Sample● The sample consists of five people: four females and one male,

ranging in age from 21 to 25.

● The participants are individuals who are intrigued by new technology.

● It is a convenience sample; all five participants are friends of the

interviewees, and were contacted by email or text message.

● This sample helps researchers to observe consumer shopping

behaviors and what influences purchasing decisions.

Procedure

● Five people interviewed in total

● Typical interview time length was approximately fifteen

minutes

● Interviews conducted via email or text message

● We asked the participants the questions on the following slide

Procedure: Questions1. Have you ever heard of the technology

Virtual technology? When? What brand?

2. What are the most important things to you

when you are shopping for apparel online?

(feel of fabric, lay of fabric, fit, color,

style, etc?)

3. Would you trust Virtual Try-on in order to

choose apparel items to purchase? Such

as, how the item appears to fit, feel, etc.

4. Demographic questions:

● What is your age, gender, occupation?

● How often do you engage in online

apparel shopping?

● How many (approximate) miles away

do you live from most stores you prefer

to shop at?

5. How does virtual product experience technology

(e.g. virtual try-on, 3-D rotation, videos) affect your

attitude towards a product?

Procedure: Questions 6. Would virtual product experience technology

featuring a model of the average national size

affect your attitude towards a product when

shopping for apparel online?

7. Would you consider yourself satisfied with

your body? Would this affect the way you feel

about your virtual product experience?

8. Would you prefer to choose from an

assortment of body types and sizes when

using Virtual Try-On technology?

9. Would you like to be able to mix and match

clothing items on your virtual model?

10. Would you like to be able to personalize your

virtual model to resemble you (height, body

type, hair color, eye color) as best as possible?

If by doing so, would this influence your

decision to purchase merchandise?

FindingsParticipants: 5

Gender:–90% Female –10% Male

Mean Age: 23

Age range: 21-25

Ethnicity: 100% Caucasian American

FindingsHow often do you engage in online apparel shopping?

Common Themes:

Shopping often and rarely

are both commonly seen. “Very often, at least once or twice a week.” - Respondent 1

FindingsHow far do you live from most stores you prefer?

Common Themes:

The majority of respondents

live near their preferred stores“About 10 miles.” - Respondent 5

FindingsHave you used virtual fitting technology?

Common Themes:

Majority unaware

of technology.

“I have not, but I can guess as to what it would entail.” - Respondent 3

FindingsWhat are the most important garment traits to you when you are shopping for apparel online? (feel of fabric, lay of fabric, fit, color, style, etc?)

Common Themes:Importance of garment fit

Ease of garment care

Comfort of garment

Importance of garment style

Importance of garment color

“It usually depends on what I am buying, but I usually look for how something fits first, color next, then how comfortable the fabric is, and other things after that. I usually use garments I already own as a reference.” - Respondent 4

FindingsHow does virtual product experience technology (e.g. virtual try-on, 3-D rotation, videos) affect your attitude towards a product?

Common Themes:Ease of decision making

Ease of assessing product

Trying a new brand

“This excites me. I always read the product reviews to see how a product is fitting other people, so being able to virtually try it on would help a lot - if it was accurate.” - Respondent 5

FindingsWould virtual product experience technology featuring a model of the average national size affect your attitude towards a product when shopping for apparel online?

Common Themes:Varied responses (positive, negative, and no effect)

“I don’t think it would affect my attitude, I believe that models of different sizes should be included when shopping for online apparel because it provides a truer reference.” - Respondent 4

FindingsWould you like to be able to mix and match clothing items on your virtual model?

Common Themes:Would like the ability to mix and match

“Yes, it would be similar to seeing an outfit on a mannequin in the store which normally influences me to purchase the pieces.” - Respondent 2

FindingsDo your feelings toward your own body image affect the way you feel about your virtual fitting experience?

Common Themes:Body image does affect experience “Sure, a little bit. I have bigger thighs and a

small waist, so it is hard for me to order jeans online without trying them on first, so I don’t know if I would be able to trust what certain items look like on my virtual self, I would need to try them on for real.” - Respondent 1

FindingsWould you prefer to choose from an assortment of general body types when using virtual try-on technology or would you like to customize your model to your specific measurements?

Common Themes:Some preferred a general body type

Some preferred a custom body type

“I think it would depend on the brand. If it were a brand I knew well, then a generic model would be quick and simple. If it were some expensive clothing or a brand I wasn’t familiar with, I would probably prefer a customised model. However, there’s always return-shipping option too.” - Respondent 3

FindingsWould you like to be able to personalize your virtual model to closely resemble yourself (height, body type, hair color, eye color)? Would personalizing the online model to your characteristics influence your decision to purchase merchandise?

Common Themes:Accuracy and complication of the technology were concerns

Personalization could improve chance of use “Yes, it would be very helpful to choose the same body type. I would not have a preference to change the hair color etc. Yes this would influence my decision because I would be more comfortable and assured the item would fit.” - Respondent 2

FindingsWould you trust Virtual Try-on as a reliable resource for garment traits (i.e. fit, feel) when choosing apparel items to purchase online?

Common Themes:Majority would most likely

trust virtual try-on

“I would want to try it out first on several different products (dresses, jeans, shorts) and then determine how accurate it is after trying on these same products in person.” - Respondent 5

Conclusions○ Many are unaware of technology ○ Fit is one of the most important garment traits to the majority of

consumers○ Many believe that online fitting technology would enhance the

online shopping experience ○ Many consumers would prefer to see a model with a similar body

type and characteristics while shopping online ○ Accurate virtual fitting technology would greatly encourage more

sales to consumers that are hesitant to make purchases via internet

Recommendations● Consumers react positively to accurate and reliable virtual fitting technology,

potentially increasing sales towards more hesitant customers. ● When using virtual fitting technology, ensure that it is accessible, easy to use, offers a

variety of body shapes and sizes, and shows different perspectives of the products. ○ Customization of try-on models vs. Generalized body types depends on target

customer● In addition to sales and promotions, retailers could increase customer engagement

through virtual-try on usage.

● When including online fitting technology, customization of the models is important to consumers who have lower body satisfaction.

Recommendations & Applications ● The website www.metail.com gives consumers the ability to

create a 3D version of themselves using their own measurements, try on clothes from online stores and then buy the clothes with more confidence (Metail, 2016).

● House of Holland allowed their consumers to not only view their Spring Summer 2015 fashion show online; but they were able to create their own ‘MeModel’ and try on the same clothing from the runway (Metail, 2016).

ReferencesBurke, R. R. (2002, September). Technology and the customer interface: What consumers want in the phys.

Retrieved April 4, 2016, from http://link.springer.com/article/10.1177/009207002236914

Jiang, Z., & Benbasat, I. (2004–2005). Virtual produce experience: Effects of visual and functional control of

products on perceived diagnostic and flow in electronic shopping. Journal of Management Information

System, 21, 111–147.

Metail. (2016). Retrieved from http://metail.com.

Metail. (2016). Try On House of Holland SS15. Retrieved April 24, 2016, from http://metail.com/try-

house-holland-ss15/