MySize, Sweet Fit debut virtual fitting mirror with size recommendation tech

Dive Brief:

My Size, a smartphone measurement tech company, announced that it has integrated its MySizeID technology into Sweet Fit, an interactive virtual fitting mirror.
Sweet Fit's mirror uses AR technology to scan a person's body and show a virtual outfit. The technology is currently available in France, but the company has plans to expand abroad, per the company statement.
Shoppers can use the MySizeID integration to choose the right clothing size for a specific brand based on real-time body measurements, according to the company press release.

Dive Insight:

Before the COVID-19 pandemic upended the retail sector, consumers were slightly less satisfied with the returns process for traditional and online stores than retailers were, according to Oracle’s Global Customer Experience Trends report. The coronavirus crisis has now exacerbated existing returns headaches.

Ronen Luzon, CEO of My Size, said in a company statement that retailers are seeking out contactless methods for letting consumers shop in-store. Nordstrom, for example, has thought through contactless fitting sessions and increased fitting room sanitization. Now that governments are considering phased reopenings, retailers have to prepare for an increase in returns and the safety concerns that come with it.

"Due to the COVID-19 pandemic, fitting rooms in retail stores are currently shut down across France," Florence Moine, CEO and founder of Sweet Fit, said in a statement. "By using MySizeID, customers can receive very precise size recommendations for articles of clothing they wish to virtually 'try on'. As a result, retail stores now have a contactless solution for customers that want to see how an article of clothing will look and fit on them."

Per statistics from the U.S. Department of Commerce, retail sales dropped in April by 16% year-over-year in sectors that Retail Dive tracks, with clothing and accessories sales plunging 89% during that time. Apparel retailers, along with other non-essential businesses, are trying to understand how the pandemic will affect their shipping and returns processes as well as overall profit margins in the long-term.