The Lamoda iOS app
has launched a virtual fitting room feature using augmented reality
(AR) technology. About a hundred men and women sneakers models are now
available to try-on. The choice of “sneaker” category is justified by
its popularity. To try them on, users simply need to point the camera at
their feet and choose the sneaker model.
“We
expect that virtual fitting will help to increase the conversion in the
“sneaker” category up to 8–9% and reduce the number of refusals after
fitting pre-purchase by 10–15%, whereas currently, refusals can be up to
60%,” — said Yulia Nikitina, Managing Director for Digital Marketing
and Product at Lamoda Group.
Belarusian startup Wannaby,
who have previously developed an app with similar functionality,
partnered with Lamoda in this project. Their own application ‘Wanna Kicks’
has up until now only been available on iOS but at the end of
September, it will appear in Google Play according to Sergey
Arkhangelskiy, the CEO of Wannaby. Last May, Wannaby raised $2 million
in a seed round.
“Wannaby is already cooperating with Gucci and is negotiating with potential partners around the world,” — says Sergey Arkhangelskiy, — “We see that AR Try-On feature for shoes helps brands to not only increase the engagement of users across their online and mobile platforms but to also convert shoe buyers from brick-and-mortar stores to online shopping.”
He
also added that the online sneaker market will reach $15 billion in
2019 according to Euromonitor, while CAGR is expected to be around 12%.
