Tmall recently launched its virtual fitting room Mota (magic dressing), to provide users with virtual simulation sceneries as they shop on Tmall. It has attracted more than 130 brands on Mota including Topshop, GAP, Levi’s, etc.
Based on fitting algorithm and style recognition, Tmall Mota can help recommend unique style clothing to consumers, which in turn help reduce the return rate and improve store operation efficiency. Its June testing data showed that, the average spend per customer and the number ofcustomers were both higher than the store average.
In addition, Tmall would cooperate with Cainiao logistic network to promote the “daily delivery” service via the nearest corresponding offline stores.
Tmall was not the first to launch the virtual fitting room project. As early as 2014, Jingdong had begun to push the virtual fitting room. Users could take a picture of him or herself, and adjust the height, weight, shoulder and other parameters online to form a virtual image. By the end of last year, JD made cooperation with Intel, and implanted the Intel’s “real sensor technology” in the virtual dressing room.