The Russian service Primerochnaya has launched an online fitting room solution for e-commerce. Users upload a photo to see how clothing items fit their figure, while an integrated AI stylist suggests complementary pieces to create a full outfit. The service is embedded directly into online stores, requiring no additional software installation.
The sportswear brand Forward is the first to integrate the tool. Customers access the feature via a 'Try on' button in product cards. During the processing time, users can browse recommendations and swipe to save items. The platform also provides analytics in a dashboard, tracking the number of fittings and the customer journey from photo upload to purchase.
Beyond virtual fitting, the service offers a video avatar feature that generates a 4-second HD video of the user in the selected outfit. Additionally, it provides a 'neuro-photoshoot' tool, allowing brands to create virtual models and product images in various settings without the need for traditional studio photography, models, or post-processing.
According to data cited from McKinsey & Company, 71% of consumers prefer to see clothing on themselves rather than on models. The developer notes that implementing this ready-made solution is more cost-effective for retailers than building proprietary software, as it operates on a subscription model.
