Fashion retailers sign up for virtual changing rooms

The virtual fitting rooms, supplied by Fits.me, are expected to launch with the retailers’ spring/ summer collections.

Some of the retailers, including Superdry, Adidas and Hugo Boss, are also using the virtual changing rooms on overseas websites.

Fits.me founder and chief executive Heikki Haldre said: “Returns are horribly damaging to profitability, of course, while low conversion rates remain a problem for online apparel retailers because they are also indicative of a less-than-perfect customer experience.  As more people attempt to shop online, both of these represent a growing problem. 

“But it seems that we are reaching some kind of tipping point, and we are experiencing a great deal of not just interest, but intent.  I believe this will continue and that 2013 will come to be viewed as the year that virtual fitting rooms came of age.”