Virtual Dressing Rooms Should Be A Thing
VR - Dressing Rooms
Opportunity
There is an opportunity in the online retail space for virtual reality dressing rooms.
Online shoppers encounter an unmet need many times when shopping for clothes: they cannot try them
on to see if they fit and are flattering. We all know that it is one thing to see something worn on a model,
or pictured flat, and it’s another to actually try it on. Online shoppers, who don’t have access to the brick-
and-mortar store that sells the particular item(s) they are interested in purchasing, are the defined group
of people with the need. On the other side of the transaction, retailers have a need to fill for these types
of customers, and would do well to acquire this technology. The need of a virtual dressing room has
existed since the beginning of online shopping. It is a product of having no proximity to the physical item
of clothing desired. Shoppers and retailers are trying to meet this need now in different ways. Customers
are spending time, gas, and money on going into stores that sell the same exact product to try it on. Some
online clothing stores offer returns and exchanges for clothing that was purchased at the wrong size.
However, shoppers have spent money at this point, and even returning the item will not guarantee a full
refund. I am 95% confident an opportunity for virtual reality dressing room software/infrastructure exists
for online clothing shoppers and retailers.
on to see if they fit and are flattering. We all know that it is one thing to see something worn on a model,
or pictured flat, and it’s another to actually try it on. Online shoppers, who don’t have access to the brick-
and-mortar store that sells the particular item(s) they are interested in purchasing, are the defined group
of people with the need. On the other side of the transaction, retailers have a need to fill for these types
of customers, and would do well to acquire this technology. The need of a virtual dressing room has
existed since the beginning of online shopping. It is a product of having no proximity to the physical item
of clothing desired. Shoppers and retailers are trying to meet this need now in different ways. Customers
are spending time, gas, and money on going into stores that sell the same exact product to try it on. Some
online clothing stores offer returns and exchanges for clothing that was purchased at the wrong size.
However, shoppers have spent money at this point, and even returning the item will not guarantee a full
refund. I am 95% confident an opportunity for virtual reality dressing room software/infrastructure exists
for online clothing shoppers and retailers.
Who is the prototypical customer? Avid and occasional online clothing shoppers alike looking to try on
clothes from the comfort of their own home. Large e-commerce enabled companies that sell clothing like
Amazon, Ebay, Overstock, etc. Small e-commerce enabled retailers looking to stand out with the latest
technology (i.e. Dainty Hooligan, Escales Paris).
clothes from the comfort of their own home. Large e-commerce enabled companies that sell clothing like
Amazon, Ebay, Overstock, etc. Small e-commerce enabled retailers looking to stand out with the latest
technology (i.e. Dainty Hooligan, Escales Paris).
Interview with prototypical customers:
1 - Online clothing shopper
Female Online Shopper, 64
Can you describe the nature of this need for trying on clothes remotely while shopping online?
“I don’t have a favorite brand or store that I always buy from, so I can’t always be certain that the clothes
will fit me the way I want them to based on the information they provide online.”
will fit me the way I want them to based on the information they provide online.”
When do you typically become aware of the need to try on desired clothes while online shopping?
Do you experience this every time you shop online or less frequently?
Do you experience this every time you shop online or less frequently?
“I become aware of the need when I’m buying clothes in a size I’m not certain will fit me. I don’t know
that the size will fit because I’ve found that sizes vary store-to-store. Even though they say they are the same
numeric size (i.e. zero, two), it doesn't mean it will fit me the same way and look flattering.”
that the size will fit because I’ve found that sizes vary store-to-store. Even though they say they are the same
numeric size (i.e. zero, two), it doesn't mean it will fit me the same way and look flattering.”
How long have you had this need?
“I have had this need since I’ve been an online shopper. So for about 15 years.”
When did you first become aware of this need? Why?
“When I first received clothes I had ordered online in my typical size, and they didn’t fit or they weren’t
flattering like they were on the model and in the advertised image. I don’t want to spend money on
something I can’t wear. It’s a waste of both money and time.”
flattering like they were on the model and in the advertised image. I don’t want to spend money on
something I can’t wear. It’s a waste of both money and time.”
How are you currently addressing this need? How satisfied are you with this solution?
“Currently, I try to go to the store to try on what I see online and I end up buying it there. I’ve also taken
my own measurements and compared them with the measurements provided as a guideline for each size.
The guidelines aren’t always accurate. Also, it’s not convenient going to the store, because I have to plan
when I’m going and make sure they actually carry what I’m looking at online.”
my own measurements and compared them with the measurements provided as a guideline for each size.
The guidelines aren’t always accurate. Also, it’s not convenient going to the store, because I have to plan
when I’m going and make sure they actually carry what I’m looking at online.”
2 - Large corporate e-commerce retailer (Kate Spade)
Kate Spade Store Manager
Can you describe the nature of this need for trying on clothes remotely while shopping online?
“The retail industry is very competitive and it’s all about the shopping experience. What a better shopping
experience than to try on clothes from your own home. We have many clients who live here part time and
would like to shop remotely. They work with the same store representative who knows their needs and
wants. It can be challenging to describe clothes over the phone but it would be beneficial taking this one
step further and sending over clothes to try on virtually.”
experience than to try on clothes from your own home. We have many clients who live here part time and
would like to shop remotely. They work with the same store representative who knows their needs and
wants. It can be challenging to describe clothes over the phone but it would be beneficial taking this one
step further and sending over clothes to try on virtually.”
When do you typically become aware of the need for customers to try on desired clothes while online
shopping? Do you experience this every time your customers shop online or less frequently?
shopping? Do you experience this every time your customers shop online or less frequently?
“We are all about expanding our brand and we’re always trying to bring in new customers. It may be difficult
for new customers to buy an expensive article of clothing if they have never worn it before. It would be a great
opportunity for the potential client to try on the clothes wherever they are, especially if they don’t live near a
Kate Spade store. The opportunity to even try on clothes may have not been there, due to store location. When
a new line comes out, there’s so much to choose from and being able to try on clothes helps expand the purchase
of new products. Clients are really convinced to make bigger purchases once they get into the product. We also
have busy clients. A virtual dressing room would allow them to do this from the comfort of their own home on
their own time.”
for new customers to buy an expensive article of clothing if they have never worn it before. It would be a great
opportunity for the potential client to try on the clothes wherever they are, especially if they don’t live near a
Kate Spade store. The opportunity to even try on clothes may have not been there, due to store location. When
a new line comes out, there’s so much to choose from and being able to try on clothes helps expand the purchase
of new products. Clients are really convinced to make bigger purchases once they get into the product. We also
have busy clients. A virtual dressing room would allow them to do this from the comfort of their own home on
their own time.”
How long have you had this need?
“As long as I’ve been in retail: the past five years. Even before then. Retail is very competitive. There are so
many options nowadays and so much accessibility to different stores with copy-cat products. Every day, stores
are coming out with new innovations and easier ways for their clients to shop and to make their experiences more
enjoyable. You always have to be on your toes as a retailer to make the experience for the customer even better.
What makes the experience memorable and makes them want to tell their friends? Buzz generated from a new
innovation like the one you described would increase word-of-mouth business.”
many options nowadays and so much accessibility to different stores with copy-cat products. Every day, stores
are coming out with new innovations and easier ways for their clients to shop and to make their experiences more
enjoyable. You always have to be on your toes as a retailer to make the experience for the customer even better.
What makes the experience memorable and makes them want to tell their friends? Buzz generated from a new
innovation like the one you described would increase word-of-mouth business.”
When did you first become aware of this need? Why?
“Just seeing how many times we have moms come into the store with their children or busy business women
trying to refresh their wardrobe made me aware of the inconvenience of coming to the store to shop. These
customers don’t have time to come in and try on the whole collection. We have to keep our shoppers’ attention.
It may be hard to keep a client in a store for three hours. And you need three hours to try on an entire collection.
How will you know if you want something if you can’t try it on?”
trying to refresh their wardrobe made me aware of the inconvenience of coming to the store to shop. These
customers don’t have time to come in and try on the whole collection. We have to keep our shoppers’ attention.
It may be hard to keep a client in a store for three hours. And you need three hours to try on an entire collection.
How will you know if you want something if you can’t try it on?”
How are you currently addressing this need? How satisfied are you with this solution?
“We are currently addressing this need by contacting our clients directly when new collections come in. I know
my client’s size and her preferences. So I call her and I let her know what came in, and I have her sizes pulled
and we make an appointment. Everything is all set up in the fitting room for her. We have part time clients in
town as well. So we ship clothes to their home up north. Sometimes we have items in before the updates are
made online so we send them pictures. They also shop based on the pictures we send them.”
my client’s size and her preferences. So I call her and I let her know what came in, and I have her sizes pulled
and we make an appointment. Everything is all set up in the fitting room for her. We have part time clients in
town as well. So we ship clothes to their home up north. Sometimes we have items in before the updates are
made online so we send them pictures. They also shop based on the pictures we send them.”
3 - Small, privately-owned e-commerce retailer (Escales Paris)
Escales Paris Store Manager
Can you describe the nature of this need for trying on clothes remotely while shopping online?
“We only have two stores. We have one in Naples, FL and a pop-up store in the Hamptons. Most of our clients
are familiar with our brand from shopping with us in Paris and Barcelona. As far as trying things on while they’re
home in the US...it is a bit difficult because we only have two stores. It’s hard to sell new collections where the
client feels confident enough to spend thousands of dollars when our stores aren’t easily accessible, to try on the
clothes. This would be a great idea for our clients.”
are familiar with our brand from shopping with us in Paris and Barcelona. As far as trying things on while they’re
home in the US...it is a bit difficult because we only have two stores. It’s hard to sell new collections where the
client feels confident enough to spend thousands of dollars when our stores aren’t easily accessible, to try on the
clothes. This would be a great idea for our clients.”
When do you typically become aware of the need for customers to try on desired clothes while online shopping?
Do you experience this every time your customers shop online or less frequently?
Do you experience this every time your customers shop online or less frequently?
“This need has been voiced to us because we’ve had walk-ins who had never heard of the brand before but just
happened to be in the Hamptons for the summer. Typically, potential clients see our store and would love to shop
with us more, but we aren’t physically near their home addresses, so we can’t provide that ease of shopping. An
important thing to note is that we are not able to carry all of the inventory the company provides in these two stores,
so much of our inventory is online.”
happened to be in the Hamptons for the summer. Typically, potential clients see our store and would love to shop
with us more, but we aren’t physically near their home addresses, so we can’t provide that ease of shopping. An
important thing to note is that we are not able to carry all of the inventory the company provides in these two stores,
so much of our inventory is online.”
How long have you had this need?
“As long as the company has been open in the US. We just expanded and brought the company to the US two years ago.
This is something that we definitely needed in the beginning because we had a lot of people walk in never seeing the
brand before. As far as introducing new people to the brand, it was a bit difficult in the beginning. We were able to
succeed through clienteleing and launch parties for new collections. Sometimes there are items in one store and not in
another. So we transfer those items depending on customer demand.”
This is something that we definitely needed in the beginning because we had a lot of people walk in never seeing the
brand before. As far as introducing new people to the brand, it was a bit difficult in the beginning. We were able to
succeed through clienteleing and launch parties for new collections. Sometimes there are items in one store and not in
another. So we transfer those items depending on customer demand.”
When did you first become aware of this need? Why?
“We have come across clients who want things in one store, but they cannot come to the store. Another problem exists
when a customer likes a dress, but it comes in three different colors, and she may have no way of trying the same dress
on in the other colors because they are only available for purchase online. We could hypothetically have them try on
clothes in the virtual dressing room in different colors to make a bigger sale with the client.”
when a customer likes a dress, but it comes in three different colors, and she may have no way of trying the same dress
on in the other colors because they are only available for purchase online. We could hypothetically have them try on
clothes in the virtual dressing room in different colors to make a bigger sale with the client.”
How are you currently addressing this need? How satisfied are you with this solution?
“Our shipping is always complementary, whether it be for a purchase or a return, because we want to make the
experience as satisfying as possible throughout the experience. A customer has thirty days to return an order if
they don’t like it. It has been good for the customer, but not as good for the business because this increases our returns,
which could’ve been avoided if the customer was able to make the right purchase in size or color. Then, the purchase
would’ve been completed. Because of that negative experience of ordering something online and having to return it,
shoppers are disillusioned from the love they had when they first saw the product. They are now less excited to make
a purchase with us. We try our best to avoid this completely. That’s why we have well-trained associates who attend
try-ons when a new collection is about to launch. They all have different body types, so they can try on things and
make sure everything fits for their type. Everything has been working well in this regard, but there’s definitely room
for improvement.”
experience as satisfying as possible throughout the experience. A customer has thirty days to return an order if
they don’t like it. It has been good for the customer, but not as good for the business because this increases our returns,
which could’ve been avoided if the customer was able to make the right purchase in size or color. Then, the purchase
would’ve been completed. Because of that negative experience of ordering something online and having to return it,
shoppers are disillusioned from the love they had when they first saw the product. They are now less excited to make
a purchase with us. We try our best to avoid this completely. That’s why we have well-trained associates who attend
try-ons when a new collection is about to launch. They all have different body types, so they can try on things and
make sure everything fits for their type. Everything has been working well in this regard, but there’s definitely room
for improvement.”
Summary
Much of the original opportunity for virtual dressing rooms exists in my post-interview reflection. The feedback I
received makes me want to market the software/technology needed to create a virtual dressing room to retailers.
The retailers would use the technology to provide the virtual dressing room to their online shoppers. Ergo, this
opportunity is more accurate than when I first started brainstorming about it. These interviews allowed me to adapt
my idea to better fit the needs of my potential customers. Entrepreneurs should be very open to receiving feedback
about their concepts for products from their target audience, because these types of people will be the ones responsible
for sales! There is a trade-off between adapting and staying firm, because sometimes, people don’t know or understand
the conceptualized products or services because they may be so “out there”. However, the innovation has to be understood
by customers at some level, so they can realize their need for it and how further understand how it will solve problems.
The concept of a virtual dressing room (directly provided by retailers online) solves the proximity problem of shopping
online and not being able to try on clothes.
received makes me want to market the software/technology needed to create a virtual dressing room to retailers.
The retailers would use the technology to provide the virtual dressing room to their online shoppers. Ergo, this
opportunity is more accurate than when I first started brainstorming about it. These interviews allowed me to adapt
my idea to better fit the needs of my potential customers. Entrepreneurs should be very open to receiving feedback
about their concepts for products from their target audience, because these types of people will be the ones responsible
for sales! There is a trade-off between adapting and staying firm, because sometimes, people don’t know or understand
the conceptualized products or services because they may be so “out there”. However, the innovation has to be understood
by customers at some level, so they can realize their need for it and how further understand how it will solve problems.
The concept of a virtual dressing room (directly provided by retailers online) solves the proximity problem of shopping
online and not being able to try on clothes.
Hi Jenna,
ReplyDeleteGreat thinking. I have seen this same idea used when shopping for sunglasses. I forget how I found the website but when I was researching buying a new pair of sunglasses I was able to see exactly how the sunglasses would look on me. All I did was put a selfie of my head on the site and it would show me what any pair of sunglasses looked like on me. I think this would not only be great for women but also for men as many times I've ordered shirts online and wish I could have seen what they would have looked like on me before I ordered them.
Great Idea!