Evaluating the pros and cons of communicating apparel fit using digital technology tools.
What is it about?
For convenience, comfort, and personal presence reasons, more and more customers choose to show primarily online. However, choosing garments that fit well presents a challenge, as consumer must rely on product information provided by the retailer, and the retailer must rely on the consumer’s understanding of their body and fit preferences. Recent studies support the use of technology such as virtual fitting rooms, custom consumer avatars, and body-scanning to address these challenges of ecommerce, and lingerie brands and retailers have been some of the earliest adopters of virtual fit technologies to varying degrees of success. In this paper, the lingerie e-commerce market will be evaluated to identify successes and failures in their implementation and consumer acceptance to outline possible future improvement and application of these technologies for the lingerie category and all apparel items.