Ready To Try on Clothes Virtually at John Lewis Department Stores?

Retail Customer Experience reports that John Lewis, the U.K.-based department store, “has partnered with tech firm Zyler and rental specialist Hurr to adopt the Zyler AI-powered virtual try-on platform.” This service will "debut on the store's clothing rental website" and be available for digital signage at physical locations.

While VR integration isn't entirely new for fashion retailers, 2023 is seeing increased capabilities with the technology. Last June, Google introduced a virtual try-on feature that allows users to view clothing items on a variety of different models with varying body shapes and sizes.

For the first time on any U.K. rental site, according to Fashion Network, users will be able to upload their headshot photo along with their sizing measurements through John Lewis' website platform. Shortly after, customers will have access to at least 750 items, and with tech help from retailer Hurr, “the generated image will indicate length and whether that particular silhouette will suit the individual’s body shape or skin tone.”

John Lewis' innovation lead, Danielle Gagola, said that "the ‘Try It On’ function allows its customers to experiment with more styles, colours and lengths in products," and it will also allow customers to experiment with more outfits than ever before thanks to digital efficiency.

Zyler claims that early trials "have shown that the average customer will scroll through 250 different outfits using the technology." While this might not fully replace the true tangible experience of how a garment feels or fits, it still allows shoppers to express interest in or try things they might not otherwise consider and to experiment with more creativity.

According to FashionUnited, Zyler explained how “John Lewis Rental is set to provide a seamless and engaging rental experience, where customers can explore different styles and make confident decisions from the comfort of their own homes.”

PYMNTS also shared how many luxury brands are offering similar services to help mitigate returns and increase sales. For example, "Following two consecutive quarters of declining sales, Farfetch has witnessed a turnaround, as evidenced by its first-quarter 2023 earnings report. The online luxury retailer achieved an 8% year-over-year growth in revenue. Buoyed by this positive momentum, Farfetch is now prioritizing the integration of AI into its operations."

One aspect of fashion that proves challenging virtually is instilling confidence in shoppers about the actual fit of a clothing article or shoe. Unless virtual shopping and AI can accurately translate how a specific piece of clothing fits a shopper, then it might all be in vain.