Fashion
Technology from Metail, a United Kingdom fashion technology company is set to arrive in Singapore tomorrow as part of the company’s first Asian collaboration with new Indian fashion retailer abof.com. The new launch is understood to be in partnership with Singapore Press Holding’s e-commerce portal Shop.SheShops.
According to Metail, 25% are put off online shopping because they are confused with sizing, with 44% returning clothes due to sizing issues. As it is, a majority of customers (62%) wish that images online would be more reflective of their own body shape.
The technology from Metail is an attempt to solve – or at least alleviate – these issues by allowing users to try out their clothes virtually. This is done by generating customized body avatars dubbed as “MeModels” sporting users’ vital statistics. According to Metail, the MeModel avatar is up to 92% accurate of the customer’s own body shape.
The objective is to allow customers to better visualize an outfit prior to making the purchase. When browsing through clothing options, shoppers can see the avatar donning selected clothes in a small docked window at the side. This only works with clothing items tagged with a “Try it on” sign though.
CMO Innovation gave the Metail demo a spin, and the site asks shoppers for vital statistics pertaining to their weight, height and bust. This is used to estimate waist and hips measurements, which can be tweaked if desired. A handful of models can be used as the base template for the avatar, while the hair type can also be tweaked slightly. Male MeModels are not available at the moment.
It will be interesting to see how well the technology fares with fashion brands in the region, especially in costly retail locations such as Singapore and Hong Kong. Is the technology too nascent or too hard to implement on a wide scale for brands here? Or is it arriving at just the right time to address the growing propensity for online shopping by Millennials, or Gen Y customers.
Inline image: Metail avatar donning a Halloween-themed Poison Ivy Dress
