Online shopping is, by nature, convenient and fast. Consumers and online retailers both struggle with the issue of fit, however. Of clothing returned by consumers, 50-70% is sent back due to poor fit. Retailers, of course, must process these returns and absorb the costs of doing so. A tool which allows consumers to virtually “try-on” clothing while shopping online would increase consumer shopping convenience and reduce returned item expense for retailers, if executed well. While other factors such as return policy and shipping hassle detract from the experience, the team’s research indicated that the single factor that would most increase consumers’ propensity to shop online is the availability of a means to virtually “try-on” articles of clothing.

Comments are closed