Growing up in the heyday of malls, I have come to have a very hate-hate relationship with fitting rooms. They're always the wrong lighting, they're hard to move around in since they're usually small, and no matter the weather, they're hot boxes and I end up coming out looking worse than when I went in.
Well, we're finally getting somewhere to solve this issue.
An Italian menswear store, Larusmiani, is revolutionizing the luxury retail experience with the introduction of virtual try-on technology in its Milan store. The virtual try-on technology—powered by Zyler, a provider of augmented reality (AR) and virtual try-on technology for the fashion industry—lets customers try on anything in the store without the need for a physical dressing room.
Customers use the screens located in the store to choose an outfit, take a selfie, enter their measurements, and then view the clothing on themselves, letting customers have all the benefits of the fitting room, without any of the hassle. Customers can experiment with different colors, styles, and fits, and get a clear idea of how the clothes will look and fit before making a purchase.
Guglielmo Miani, Larusmiani CEO of Larusmiani, says, "We are very excited to offer a virtual try-on experience to our clients at our flagship store in Milan. Clients are now able to see themselves in our whole collection in a few seconds and explore a new in-store experience. Feedback is very positive and we are already seeing conversions in our store.”
By integrating the Zyler platform into its store, Larusmiani is able to provide customers with a seamless and intuitive virtual try-on experience, helping them make more informed buying decisions and ensuring that they are completely satisfied with their purchase.
The experience is in collaboration with Deloitte, as part of its Luxury Experience Lab in the Larusmiani store at the heart of Montenapoleone District in Milan.
I do have suspicions that this could end up being like those apps that let you try different glasses on or shades of lipstick where in theory it works, but it doesn't end up looking real enough to make a decision, so I'll reserve my judgment for when this technology finally hits my nearest non-luxury store.