The document discusses findings from interviews about virtual fitting technology. Key findings include: 1) Most participants were unaware of virtual fitting technology. Fit was the most important garment trait when shopping online. 2) Participants felt virtual try-on could enhance the online shopping experience by helping assess fit and style. Many wanted to mix and match items. 3) Body image did affect some participants' comfort with virtual try-on. Customization and a variety of body types were preferred. 4) Accurate virtual fitting was seen as encouraging more online purchases, especially for hesitant buyers. Customization and ease of use were important.

1. Virtual Fitting Technology
Group 4:
Katherine Campbell
Rachel Elliott
Jordan Zieverink
Ellie Willoughby
Madalyn Jenkins

2. Background
In this presentation we will discuss the effect of body satisfaction on online purchase intent and the use of
virtual fitting technology. This includes the findings and conclusions made from the survey we conducted on virtual
fitting technology, the procedure we followed while conducting the interview, and our recommendations for the
fashion and retail industry based on our findings. The purpose of this research is to find out how aware consumers
are of virtual fitting technology, and if or why they would or would not use it. The interviews serve as a means to
collect data to learn how consumers use virtual technology to facilitate their online shopping experience, what
features in technology are accepted or rejected, and how interested consumers are to try the technology themselves.

3. Background
Virtual Fitting Technology is important to
retailers, designers and marketers because of
how rapid the online apparel market is
growing.
Virtual Fitting Technology is a “web shopping
experience that allows consumers to interact
with and try products via Web interfaces using
virtual reality technologies’’ (Jiang &
Benbasat, 2004-2005, p. 476).
According to a survey, virtual fitting technologies
are only satisfactory to consumers when they
are time saving (30%), reliable (21%),
addressing a need (11%), easy to use (16%),
and accessible (8%) (Burke, 2002).
Many technology experiences were
unsatisfactory because of technology
failure (43%), process failure (17%), and
poor design (17%) (Burke, 2002).

4. Purpose Statement
The purpose of this research is to find out how aware consumers
are of virtual fitting technology, and if or why they
would/would not use it.
The purpose of these interviews is to learn how consumers use
virtual technology to facilitate their online shopping
experience, what features in technology are accepted or
rejected, and how interested consumers are to try the
technology themselves.

5. Sample
The key consumer segment for the retail fitting technology are millennials who were brought up using
digital technology. They are also known as Generation Y, and were born between the 1980’s and the
2000’s.
Innovative millennials use digital technology and social media more than any other generations.
Millennials make up 24% of the U.S. population.
Millennials are constantly being influenced by their friends, families, and strangers, along with many
others.
Millennials value beauty, patriotism, and spirituality, and fitness (The Boston Consulting Group, 2016).

6. Sample
● The sample consists of five people: four females and one male,
ranging in age from 21 to 25.
● The participants are individuals who are intrigued by new technology.
● It is a convenience sample; all five participants are friends of the
interviewees, and were contacted by email or text message.
● This sample helps researchers to observe consumer shopping
behaviors and what influences purchasing decisions.

7. Procedure
● Five people interviewed in total
● Typical interview time length was approximately fifteen
minutes
● Interviews conducted via email or text message
● We asked the participants the questions on the following slide

8. Procedure: Questions
1. Have you ever heard of the technology
Virtual technology? When? What brand?
2. What are the most important things to you
when you are shopping for apparel online?
(feel of fabric, lay of fabric, fit, color,
style, etc?)
3. Would you trust Virtual Try-on in order to
choose apparel items to purchase? Such
as, how the item appears to fit, feel, etc.
4. Demographic questions:
● What is your age, gender, occupation?
● How often do you engage in online
apparel shopping?
● How many (approximate) miles away
do you live from most stores you prefer
to shop at?
5. How does virtual product experience technology
(e.g. virtual try-on, 3-D rotation, videos) affect your
attitude towards a product?

9. Procedure: Questions
6. Would virtual product experience technology
featuring a model of the average national size
affect your attitude towards a product when
shopping for apparel online?
7. Would you consider yourself satisfied with
your body? Would this affect the way you feel
about your virtual product experience?
8. Would you prefer to choose from an
assortment of body types and sizes when
using Virtual Try-On technology?
9. Would you like to be able to mix and match
clothing items on your virtual model?
10. Would you like to be able to personalize your
virtual model to resemble you (height, body
type, hair color, eye color) as best as possible?
If by doing so, would this influence your
decision to purchase merchandise?

10. Findings
Participants: 5
Gender:
–90% Female
–10% Male
Mean Age: 23
Age range: 21-25
Ethnicity: 100% Caucasian American

11. Findings
How often do you engage in online apparel shopping?
Common Themes:
Shopping often and rarely
are both commonly seen.
“Very often, at least
once or twice a week.”
- Respondent 1

12. Findings
How far do you live from most stores you prefer?
Common Themes:
The majority of respondents
live near their preferred stores
“About 10 miles.” -
Respondent 5

13. Findings
Have you used virtual fitting technology?
Common Themes:
Majority unaware
of technology.
“I have not, but I can
guess as to what it would
entail.” - Respondent 3

14. Findings
What are the most important garment traits to you when you are shopping for
apparel online? (feel of fabric, lay of fabric, fit, color, style, etc?)
Common Themes:
Importance of garment fit
Ease of garment care
Comfort of garment
Importance of garment style
Importance of garment color
“It usually depends on what I am
buying, but I usually look for how
something fits first, color next, then
how comfortable the fabric is, and
other things after that. I usually use
garments I already own as a
reference.” - Respondent 4

15. Findings
How does virtual product experience technology (e.g. virtual try-on, 3-D
rotation, videos) affect your attitude towards a product?
Common Themes:
Ease of decision making
Ease of assessing product
Trying a new brand
“This excites me. I always read the
product reviews to see how a product
is fitting other people, so being able
to virtually try it on would help a lot - if
it was accurate.” - Respondent 5

16. Findings
Would virtual product experience technology featuring a model of the average
national size affect your attitude towards a product when shopping for apparel online?
Common Themes:
Varied responses (positive, negative, and no effect)
“I don’t think it would affect my
attitude, I believe that models of
different sizes should be included
when shopping for online apparel
because it provides a truer
reference.” - Respondent 4

17. Findings
Would you like to be able to mix and match clothing items on your virtual model?
Common Themes:
Would like the ability to mix and match
“Yes, it would be similar to seeing
an outfit on a mannequin in the
store which normally influences me
to purchase the pieces.” -
Respondent 2

18. Findings
Do your feelings toward your own body image affect the way you feel about your
virtual fitting experience?
Common Themes:
Body image does affect experience “Sure, a little bit. I have bigger thighs and a
small waist, so it is hard for me to order
jeans online without trying them on first, so
I don’t know if I would be able to trust what
certain items look like on my virtual self, I
would need to try them on for real.” -
Respondent 1

19. Findings
Would you prefer to choose from an assortment of general body types when using
virtual try-on technology or would you like to customize your model to your specific
measurements?
Common Themes:
Some preferred a general body type
Some preferred a custom body type
“I think it would depend on the brand. If it were
a brand I knew well, then a generic model
would be quick and simple. If it were some
expensive clothing or a brand I wasn’t familiar
with, I would probably prefer a customised
model. However, there’s always return-shipping
option too.” - Respondent 3

20. Findings
Would you like to be able to personalize your virtual model to closely resemble
yourself (height, body type, hair color, eye color)? Would personalizing the online
model to your characteristics influence your decision to purchase merchandise?
Common Themes:
Accuracy and complication of the technology were concerns
Personalization could improve chance of use “Yes, it would be very helpful to choose
the same body type. I would not have a
preference to change the hair color etc.
Yes this would influence my decision
because I would be more comfortable
and assured the item would fit.” -
Respondent 2

21. Findings
Would you trust Virtual Try-on as a reliable resource for garment traits (i.e. fit, feel)
when choosing apparel items to purchase online?
Common Themes:
Majority would most likely
trust virtual try-on
“I would want to try it out first on several
different products (dresses, jeans, shorts)
and then determine how accurate it is
after trying on these same products in
person.” - Respondent 5

22. Conclusions
○ Many are unaware of technology
○ Fit is one of the most important garment traits to the majority of
consumers
○ Many believe that online fitting technology would enhance the
online shopping experience
○ Many consumers would prefer to see a model with a similar body
type and characteristics while shopping online
○ Accurate virtual fitting technology would greatly encourage more
sales to consumers that are hesitant to make purchases via internet

23. Recommendations
● Consumers react positively to accurate and reliable virtual fitting technology,
potentially increasing sales towards more hesitant customers.
● When using virtual fitting technology, ensure that it is accessible, easy to use, offers a
variety of body shapes and sizes, and shows different perspectives of the products.
○ Customization of try-on models vs. Generalized body types depends on target
customer
● In addition to sales and promotions, retailers could increase customer engagement
through virtual-try on usage.
● When including online fitting technology, customization of the models is important to
consumers who have lower body satisfaction.

24. Recommendations & Applications
● The website www.metail.com gives consumers the ability to
create a 3D version of themselves using their own
measurements, try on clothes from online stores and then
buy the clothes with more confidence (Metail, 2016).
● House of Holland allowed their consumers to not only view
their Spring Summer 2015 fashion show online; but they
were able to create their own ‘MeModel’ and try on the same
clothing from the runway (Metail, 2016).

26. References
Burke, R. R. (2002, September). Technology and the customer interface: What consumers want in the phys.
Retrieved April 4, 2016, from http://link.springer.com/article/10.1177/009207002236914
Jiang, Z., & Benbasat, I. (2004–2005). Virtual produce experience: Effects of visual and functional control of
products on perceived diagnostic and flow in electronic shopping. Journal of Management Information
System, 21, 111–147.
Metail. (2016). Retrieved from http://metail.com.
Metail. (2016). Try On House of Holland SS15. Retrieved April 24, 2016, from http://metail.com/try-house-
holland-ss15/