Fashion has been one of the categories that has experienced significant growth in online sales in recent years. However, if there is one challenging difference to overcome between buying clothes online and buying in a physical store, it is the inability to try them on.
Several companies have turned to modern technologies to tackle this issue and provide online shoppers with an experience as close as possible to trying on clothes in-store.
The fact that none of these experiences have scaled enough for trying on clothes online to become a commonplace thing indicates at least two things: there is still no appealing and affordable way to do it. Google aims to overcome this challenge with a new approach supported by generative artificial intelligence (AI) models.
Google has introduced the option, currently limited to the United States and certain specific items and brands, to see how a piece of clothing looks before purchasing it on the body of someone with similar characteristics to the buyer.
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How does it work? Google has hired 80 models, evenly split between men and women, to showcase the available clothing through this new virtual fitting service. Regarding the brands, Google states that it only needs a single photo of each garment. Combining this information with fabric details and sizes, they process the data using AI to virtually dress the hired models. Users only need to select the model whose body closely resembles their own to see how each piece “fits.”
The models represent all possible sizes, ranging from XXS to 4XL. They have different skin tones, body shapes, and hairstyles, ensuring accurate representation of how each garment’s cut fits different consumers, according to Google.
The virtual fitting room feature became available this week in the United States. Users searching for clothing items on the search engine can virtually try them on the items labeled “Virtual Fitting Room.”