Zalando has joined forces with Levi’s to unveil an advanced virtual fitting room that utilizes customers’ actual body measurements to recommend the most suitable clothing options. This initiative is part of Zalando’s broader strategy to enhance its AI capabilities.
Enhanced Fitting Experience
The new virtual fitting rooms, now available in 14 European countries, feature a curated selection of Levi’s outerwear for both men and women, including jackets, shirts, and T-shirts. Customers can create a personalized 3D avatar based on their specific measurements, allowing for a more precise visualization of how the garments will fit. Previously, avatars were generated using generalized statistics based on height, weight, and gender.
Zalando and Levi’s plan to evaluate the performance of these fitting rooms over a four-week trial period, aiming to refine the technology further. Since the inception of this initiative in 2022, over 80,000 customers have utilized the virtual fitting room, which has proven effective in reducing returns by up to 40% during previous trials with jeans.
Expanding AI Initiatives
In addition to the fitting rooms, Zalando is broadening its suite of AI features. As of this month, its AI assistant is accessible in all 25 markets where the platform operates and supports local languages. This assistant aids customers in navigating the extensive product selection. For instance, shoppers can inquire, “What should I wear to my father’s 60th birthday party in Barcelona in November?” The assistant takes into account various factors, such as location, weather, and occasion, to deliver tailored recommendations.
Zalando is also introducing its Trend Spotter feature in Amsterdam, London, Warsaw, and Zurich, allowing consumers to explore emerging fashion trends. This feature was previously launched in cities like Antwerp and Berlin, reflecting Zalando’s goal to establish a comprehensive European fashion and lifestyle e-commerce ecosystem.
Shifts in Fashion Retail
Zalando’s evolution is rooted in significant shifts in online fashion retail. “When we launched in 2008, online fashion shopping was virtually nonexistent,” said a company representative. “Now, we’re witnessing a generational transition toward ‘digital natives’, alongside technological advancements that empower us to create tools that address shoppers’ longstanding issues. Additionally, there is a growing emphasis on sustainability in fashion.”
Zalando aims not only to minimize costly returns but also to inspire fashion shoppers. “Engaging with an AI assistant to choose outfits is far more enjoyable than sifting through our extensive catalog. This interactive dialogue proves far more effective than traditional search filters,” the representative emphasized. “Our goal is to empower shoppers, not to promote upselling; these tools are designed with the customer in mind.”
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