Hugo Boss is turning to virtual reality technology to make it easier for online shoppers to buy clothes from the comfort of their homes.
It will enable shoppers to try on thousands of products through personalized mannequins that are created using virtual reality solution provider Reactive Reality’s PITCTOFiT platform. The new offering is initially being launched in Germany, the U.K., and France.
These virtual mannequins can be edited to match the exact body measurements of the user, allowing them to visualize how a garment will fit and look on their body.
“We know that the global pandemic has considerably accelerated the fashion retail market, and we want to help retailers keep up with the demands of consumers who are looking for new and exciting ways to shop online,” said Reactive Reality’s chief executive and co-founder Stefan Hauswiesner in a statement.
“Understandably, some consumers still may not feel confident enough, or able to, venture into physical stores yet, so our tech, which can be integrated into any web store or shopping app, offers the perfect solution for both parties.”
The announcement of the partnership comes two days after Hugo Boss reported a 34% increase in Q2 sales, with Europe and the Americas driving growth. Currency-adjusted sales in Europe were up 41% year-over-year, while the company saw a 45% growth in the Americas.