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Novel clothing e-commerce application for reliable size assignment and realistic fitting visualization

Periodic Reporting for period 1 - VisuaLook (Novel clothing e-commerce application for reliable size assignment and realistic fitting visualization)

Reporting period: 2015-02-01 to 2015-07-31

E-commerce has become a focal point of expansion and growth for the consumer goods industry. However, clothing market still accounts for a low ratio of online sales compared to more established sectors. Online apparel retailers have a 40% return rate, the highest in e-commerce, being bad fit the main barrier for the online market and causing 75% of these returns. In addition, final buying decision for fashion shoppers relies on the possibility to visualize realistically the look and fit of the garment and this is not possible with the current available technologies.
The overall objective of TecnologíasDIM with this innovation project is to introduce in the clothing e-commerce market a disruptive web-based application (VisuaLook) for reliable size assignment and realistic fitting visualization integrating advanced ICT technologies: mobile application to capture the ‘personal avatar’ (3D body geometry and photorealistic visualization), web-based virtual try on software, and ICT architecture that supports the integration and communication. We expect to reach a leading position in the market, increasing rapidly the market share and sales of the company, encouraged by an innovative and competitive solution for our clients (clothing manufactures and e-retailers) and an easy and fast adoption of the end users (e-buyers), becoming a reference for clothing e-commerce.

Firstly, we conducted a feasibility study in Phase 1 in order to assess the integration of the core technologies, the shopping experience outline, the regulatory issues and the commercialisation strategy, ending with the elaboration of a comprehensive business plan. In Phase 2 we will perform a pilot study to demonstrate VisuaLook in a real environment with the collaboration of a relevant e-retailer of the clothing sector. VisuaLook will be ready for commercialization in Phase 3.
The following work was done during the reporting period in order to study the feasibility of the commercial exploitation of VisuaLook in the EU e-fashion market:
1. A feasibility test of the integration of the mobile application to capture the ‘personal avatar’ and the virtual try on software. The optimal approach to perform the seamless integration of both technologies was achieved.
2. A study of shopping experience with users. As a result, the requirements of usability and the specifications of the user-interfaces were defined assuring an excellent performance.
3. A comprehensive analysis of the European data privacy legislation in order to properly address data security risks related to the database of 3D ‘personal avatars’ of the clients. The outline of the system architecture was defined to meet these regulations.
4. Face to face demonstrations with potential clients. As a result, we achieved several partnership agreements to perform a demo test with online retailers.
5. A market analysis and a commercialization plan addressed to the target markets of Visualook.
6. A financial plan including a detailed calculation of the investment required for industrialization and commercialization lunch of Visualook.
The overall objective of TecnologíasDIM with this innovation project is to introduce VisuaLook in the clothing e-commerce market, a disruptive web-based application for reliable size assignment and realistic fitting visualization, integrating advanced ICT technologies: (1) mobile application to capture the ‘personal avatar’, (2) web-based virtual try on software, and (3) ICT architecture that supports the integration and communication.
We expect to reach a leading position in the market, increasing rapidly the market share and sales of the company (especially in Europe), encouraged by an innovative and competitive solution for our clients (clothing manufactures and e-retailers) and an easy and fast adoption of the end users (e-buyers), becoming a reference for clothing e-commerce.
What we envisage as key market advantages of VisuaLook are:
• Reduction of return rates up to 50% through the improvement of the size recommendation reliability (>90%).
• Increase the conversion rate a 20% providing a reliable shopping experience.
• Increase the end-user satisfaction and confidence in purchasing only one size.
• Improve the shopping experience using a smart mobile application to gather the customer data.
• Minimise implementation barriers, as VisuaLook will be commercialised as a plug-in application suitable for all e-Commerce platforms and will offer a flexible method to load garments from new collections.
• High growing potential, thanks to the easiness to introduce user data everywhere-whenever, just with some auto-measures or with a mobile app.
Architecture and performance scheme of Visualook