At-home try-ons, Zoom fitting sessions, three-dimensional body scans and other digital fit technologies have accelerated during the pandemic. With stores closed, retailers had no choice but to rely on e-commerce platforms for revenues. And even as more and more retailers reopen brick-and-mortar stores, the trend is likely to continue well into the future.
Since its conception, ThirdLove’s FitFinder has digitally fitted more than 17 million women for a new bra without ever entering a store. But during store shutdowns, conversion rates at thirdlove.com are up 12 percent, compared with this time last year, according to Heidi Zak, cofounder and co-ceo of the brand.
“Self-isolated customers are more sensitive and anxious and belonging to a community has never been so relevant,” Dincer said. “Brands will have to very much hyper-personalize the technology they choose, the same way they would hyper-personalize the experience they want their customers to have based on their branding,” she said.
Instead, Couch recommends fashion companies and brands invest in research and development for fit technologies to see which ones work best for them and their customers. Executives on Chico’s most recent conference call said the Style Connect tool helped all of its brands — including White House Black Market and TellTale — triple their online sales volume during the most recent quarter, compared with a year prior. It also helped convert store-only customers to at least part-time digital users.
“So the experience keeps getting smarter,” said Melanie Travis, founder and ceo of Andie. She said women who use Andie’s fit quiz are two times more likely to make a purchase than those who don’t take the quiz.
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