Luxury Retailers Try On AI to Reduce Returns

Following bullish remarks on artificial intelligence (AI) by Farfetch CEO José Neves during the luxury retailer’s first-quarter 2023 earnings report, Maison Valentino is set to introduce a virtual try-on (VTO) experience for its ready-to-wear collection.

The feature will be powered by Wanna, an augmented reality (AR) technology company owned by Farfetch, FashionUnited reported.

By leveraging this technology, customers will have the opportunity to browse and shop a curated assortment of men’s pieces from Maison Valentino’s Urban Flows Autumn 2023 collection, the report stated. They will also be able to virtually try on the ValenTie, a standout accessory from the brand’s autumn collection, which is currently offered exclusively for pre-order on Valentino’s website.

“The ValenTie is a special item that enriches the VTO to experience the sartorial accessory in a new punk and contemporary connotation,” Valentino said, per a Fashion Network report.

Through the implementation of VTO, the Italian brand plans to provide customers with a smoother and more immersive shopping experience, empowering them to envision how the products would appear on themselves before making a purchase, FashionUnited reported.

“Wanna’s clothing VTO not only enables brands to showcase the apparel with the utmost realism but also provides users with a novel experience of trying on clothing items before making a purchase online,” said Wanna CEO Sergey Arkhangelskiy, per the report. “It is a second-generation VTO experience designed exclusively for eCommerce use, which is highly realistic and targeted at luxury brands. With the launch of the new virtual try-on category, we want to continue to help customers to make informed shopping decisions and increase customer confidence to purchase.”

Farfetch Jumps on AI Bandwagon

Following two consecutive quarters of declining sales, Farfetch has witnessed a turnaround, as evidenced by its first-quarter 2023 earnings report.

The online luxury retailer achieved an 8% year-over-year growth in revenue. Buoyed by this positive momentum, Farfetch is now prioritizing the integration of AI into its operations.

“We’re developing three proofs of concepts, three prototypes, which I’ve seen already and made me very excited personally as a technologist,” Neves said on an earnings call May 18. “It can’t be just a mechanical robotical conversation. It has to be an inspirational, engaging conversation. And even in the early different elements, we’re already seeing that and the way the models learn and get better very quickly. [It’s] quite impressive.”

Google Looks to Gain AR Try-on Market Share

As AI continues to be integrated into the shopping experience, Google has introduced its own virtual try-on tool. The introduction of this new offering aims to provide consumers with the same level of confidence they experience when buying clothing in physical stores, ensuring that they are purchasing garments that fit them appropriately.

“You should feel just as confident shopping for clothes online,” Google said Wednesday (June 14) when it announced the concept. “So today we’re introducing two new features that bring this fitting room experience to you: Virtual try-on for apparel uses generative AI to show you clothes on a wide selection of real models, while new filters help you find exactly what you’re looking for.”

The tool enables shoppers in the United States to virtually try on women’s tops from various brands like Anthropologie, Everlane, H&M and LOFT by tapping products with the “Try On” badge during their searches.

Google also revealed that while it’s looking to claim more market share in the AR space, it has no intention of monetizing the effort.

However, Google emphasized that the data collected from the try-on tool will be instrumental in improving the platform. With the increasing adoption of the feature by various brands and retailers, it will facilitate faster enhancements and refinements.

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