While books and computers have been big online sellers, making over half their sales via e-commerce*, clothes have struggled at only 8%*, with a quarter being returned*. This has largely been attributed to customers not being able to try before they buy.
A new kind of virtual fitting room is coming to the rescue.
Fits.me have used technology based on bio-robotics to develop a shape-shifting mannequin that online consumers can use to create a silhouette that matches their own body and display a truer fit.
Tailoring based retailer Hawes & Curtis have starting using the application and report a sales increase of 57%. Currently there is only a male version of the mannequin but the female version is planned for release in November.
*Statistics via Fits.me