Virtual Fit of Apparel on the Internet: Current Technology and Future Needs

Susan Ashdown, Emily Calhoun and Lindsay Lyman-Clarke
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Susan Ashdown: Cornell University, USA
Emily Calhoun: Cornell University, USA
Lindsay Lyman-Clarke: Cornell University, USA

Chapter 38 in Handbook of Research in Mass Customization and Personalization:(In 2 Volumes), 2009, pp 731-748 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractThe growth of online retailing of apparel is limited by lack of information on clothing fit. The development of fit visualization and size selection technologies can help provide this information, and can contribute to making the online shopping experience an easy and fun experience for the consumer. Three technologies were studied in this pilot test; 1) My Virtual Model avatar creation and virtual try-on was studied for ease of use, appeal of the technology, and satisfaction with the avatar and style image, 2) H&M size selection technology was tested for effectiveness of the technology and consumer acceptance, and 3) three-dimensional body scan technology was studied as a source of a more realistic and dimensionally accurate avatar and the acceptance of this avatar by the consumer. Twenty women aged 20-23 with a self-identified pant size of 0-12 were recruited to be participants in the study. Participants used the My Virtual Model (MVM) website to create their avatar and view a virtual try-on of a style of H&M jeans. They also completed the size selection process for the jeans, and physically tried on the recommended size of the jeans. Finally participants were scanned and they viewed their body scan along with the MVM avatar to judge which format they preferred. Most participants enjoyed the MVM avatar creation process and the H&M size selection process, and about 2/3 of them said that it was a useful tool for estimating and visualizing garment fit. However, only four of the 20 participants actually liked the fit of the jeans selected with the size selection technology, though manufacturing issues resulting in unreliable garment specifications may have contributed to fit problems. Most participants felt the garment in the suggested size had an error in at least one area with regard to fit. Participants were divided on their preference for the MVM avatar or the body scan, but most said that they would prefer a more realistic avatar. Overall these technologies can improve consumer confidence in purchasing, and ultimately boost sales and reduce returns.

Keywords: Mass Customization; Personalization; Engineer-to-Order; Open Innovation; User Co-Creation; Modularity; Platform Design; Customer Centricity (search for similar items in EconPapers)
Date: 2009
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