Choosing the Right Virtual Try-On Provider: Essential Criteria for Success
Virtual Try-On (VTO) technology has rapidly transformed the way luxury brands communicate with their customers.
As luxury fashion goes beyond the product itself, augmented reality (AR) and 3D experiences help brands go beyond standard communication methods, evoking new emotions through immersive experiences and increasing the conversion rate at every stage of the customer journey.
According to the Vogue Business & Snap Whitepaper «What luxury fashion consumers want from augmented reality» 72% of luxury fashion consumers consider it important for brands to provide AR solutions to enhance their shopping journey.
However, not all immersive experiences are equally effective. When properly chosen, a high-quality experience leads to a WOW effect, higher brand awareness, increased conversion rate and engagement of new audiences (such as Gen Z). Conversely, choosing the ‘wrong’ technology may lead to customer dissatisfaction and a high bounce rate.
So, when considering the adoption of VTO technology, it’s crucial to define the goal and craft your AR journey accordingly, as well as choose the right solution that aligns with your business goals and customer needs. In this article, we’ll delve into the key criteria a brand needs to keep in mind while choosing the technology and its provider.
What to Consider When Choosing Virtual Try-On
When evaluating virtual try-on solutions, several critical factors should be taken into account.
Visuals quality
Opportunity
Creation of high-quality digital twins, including detailed textures, materials and true-to-life colours, is essential for a convincing VTO experience. To meet the needs of luxury brands, 3D assets should be of premium quality while also being optimised for lightweight performance in immersive experiences, creating smooth and realistic visuals. The virtual try-on should appear realistic and not look ’cartoonish’, closely resembling the image the customer sees when trying on the piece in real life.
Risk
Low-quality 3D models may lack the necessary level of detail, realistic textures, and true-to-life colours required to authentically represent luxury items. This can result in a less engaging and less persuasive customer experience, potentially diminishing the perceived value of the products. Another risk is the potential negative impact on brand perception. Luxury brands are associated with exclusivity, quality, and attention to detail. Employing low-quality 3D models in VTO applications can send conflicting signals, potentially tarnishing the brand’s image and reputation. High-quality but not lightweight models will interrupt the user journey, potentially leading to dissatisfaction with the experience.
To be flexible and fully align with the brand’s needs, the provider should be capable of creating high-quality 3D models in two ways:
• Manually from 2D images provided by the customer
• Through photogrammetry using a specialised 3D scanner
While generative AI is already used to automate some pieces of workflows, it still cannot create a true-to-life 3D model without subsequent post-processing.
Fit and Tracking
The accuracy of VTO technology in fitting virtual pieces, tracking and replicating user movement and posture in real-time is crucial. The technology needs to recognise the shape and size of different body parts, ensuring that virtual pieces fit and move realistically on the user’s body.
For VTO to achieve realism and immersion, the piece must fit precisely and promptly respond to user actions, whether it involves trying on virtual footwear, clothing or accessories, such as watches.
Precise fit and tracking is like rocket science, as it involves dealing with a wide range of body shapes, sizes, and movements — and machine learning algorithms are the best in addressing this challenge. When a neural network is developed and deployed for a specific technology, it relies heavily on the data it has been trained on. To achieve the best tracking and smooth user experience, choose a provider who invests significant time and resources in data collection, curation, and training.
Opportunity
The more precise the fit and tracking, the more true-to-life phygital experience is provided to the customer. Good fit and tracking can minimise the gap between the AR and the real-world fit. When users see a virtual representation of themselves in well-fitted and precisely tracked clothing, footwear or accessories, it boosts their confidence in the product and their appearance. This increased confidence leads to higher conversion rates.
Risk
Poorly fitted and inaccurately tracked virtual items can erode user confidence in the product and the brand. Users may hesitate to make a purchase if they doubt the reliability of the virtual try-on experience. In a market where virtual try-on experiences are becoming increasingly common, offering a poor fit and tracking experience can put a brand at a competitive disadvantage.
FPS (frames per second)
One of the other criteria for estimating the quality of virtual try-on is by evaluating its smoothness and responsiveness. The rate which is responsible for that is FPS (frames per second). FPS is a standard measure of how quickly the virtual try-on technology updates the added AR elements on a live video feed of the user. To create a smooth and responsive immersive experience, a frame rate of 20 FPS or higher is desirable.
Opportunity
The closer the match to real-world behaviour, the more it is considered by customers as realistic and true to life. When a user is trying on virtual clothing or accessories using their device camera, a higher FPS ensures that the virtual items are rendered smoothly and appear to interact seamlessly with the user’s movements and the environment.
Risk
A low FPS can result in laggy or choppy visual feedback, which diminishes the quality of the virtual try-on experience, and could result in customers feeling dissatisfied and leaving the website.
SDK size (using in apps)
Opportunity
If used in a native mobile application, a smaller SDK is essential to keep the app size as small as possible. This addresses user concerns about storage space, increases download rates, and fosters better conversion from app store page to successful app download, enhancing the app’s effectiveness as a communication channel. In addition, for certain iOS versions, there is a limit on mobile network downloads of 150-200MB, so the SDK size becomes crucial in these cases.
Risk
A larger SDK size leads to a larger app size. Larger apps consume more storage space on users’ devices, potentially discouraging downloads, particularly on devices with limited storage capacity. This can directly impact the app’s visibility on app stores and hinder its reach to a broader audience.
Start Time (using on the web)
Opportunity
Users care about the time between tapping ’try on’ and seeing the first frame with the virtual try-on on the screen. Fast loading times are essential for creating an engaging and satisfying VTO experience, as users expect immediate or near-instant feedback when they initiate a try-on. Slow loading disrupts this expectation, resulting in frustration and diminished user satisfaction.
Risk
If a user is forced to wait too long, they may abandon the process and not make a purchase. On the other hand, users are more likely to complete a purchase if they can quickly and smoothly visualise how a product looks on them.
To summarise, fast loading times can directly influence conversion rates in e-commerce and retail applications utilising virtual try-on.
Why Choose WANNA?
WANNA stands out as the best choice when you are considering an AR and 3D provider as we fulfil all the requirements mentioned above.
State-of-the-Art Visuals Quality
We are highly experienced in creating and optimising 3D models, whether from 2D images or through photogrammetry.
For example, you can explore the virtual try-on for our remarkable LOEWE x ON sneakers, which were crafted using photogrammetry and received approval on the very first attempt.
As we focus on delivering high-quality visual content, we’ve built an efficient pipeline that, combined with our powerful engine, allows us to produce stunning models cost-effectively.
Our close collaboration with brands ensures a customised visual experience that meets your unique requirements. Whether you need a model that resembles a product’s packshot on your detailed page or one that mimics a real-life piece for a virtual try-on, we have the expertise to fulfil your preferences.
Precise Fit and Tracking
Our proprietary algorithms provide precision in luxury pieces that fit on a foot, wrist or body and tracking that genuinely brings the experience to life. WANNA has invested significant resources to achieve the best tracking visuals and has very specific know-how in the subject, which ensures a seamless user experience. We strike a balance between accuracy and speed to deliver the best results that your valued clients will most enjoy.
Our fit and tracking are exceptionally accurate, so distinguishing between real and virtual try-ons can sometimes be challenging.
High FPS
As mentioned earlier in the ’Fit & Tracking’ section, to create a smooth and responsive immersive experience, a frame rate of 20 FPS or higher is desirable. Depending on the platform and user’s device, WANNA has achieved a frame rate of approximately 30 FPS, exceeding the benchmark.
Minimal Required SDK Size
At WANNA, we’ve taken the initiative to develop our SDK in-house. Our multiplatform SDK is renowned for its minimal footprint, which is less than 10MB.
While some immersive experiences are built on resource-intensive game engines, we’ve created our own lightweight solution tailored to the specific needs and requirements of luxury brands. This solution has been meticulously designed to optimise the performance and deliver an exceptional user experience.
Fast Start Time
Ensuring a fast start time for the virtual try-on experience is a significant challenge in the industry. We conduct numerous tests and take pride in our fast start time, ensuring seamless engagement and a responsive user experience.
Your customers can swiftly and effortlessly enjoy the virtual try-on of your luxury pieces.
What else?
Versatility
Wanna’s technology is highly adaptable and can seamlessly cater to a diverse range of product categories, encompassing footwear, clothing, eyewear, watches, scarves, and beyond.
This exceptional versatility makes it the perfect choice for brands seeking to streamline and consolidate their VTO solutions.
Web Compatibility
Wanna’s VTO solution is purposefully crafted for seamless web integration, a valuable feature, particularly for brands without dedicated mobile applications. This accessibility extends your brand’s reach to a broader audience of online users, enhancing the customer experience.
Customer-Centric Service
We take pride in our customer-centric approach, offering not only high-quality technology but also exceptional service. Our commitment to quality ensures that both the brand and its customers receive the best possible experience.
Notably, our track record includes successful partnerships with renowned luxury brands such as Valentino, Dolce&Gabbana, Balenciaga, Loewe, IWC, Piaget, and Farfetch, showcasing our expertise in meeting the unique requirements of luxury brands.
Fair pricing model
We operate on a fair, flexible, and transparent pricing model, and we are confident that this pricing model is unmatched in the market for the premium quality of 3D assets and the virtual try-on experience we provide. We offer a reasonable entry fee without onboarding SKU charges and do not impose fees for additional domains.
In summary, selecting the right VTO solution is critical for luxury fashion brands aiming to enhance the shopping experience for their customers. The demonstrated benefits of VTO technology, including enhanced conversion rates and reduced product returns, underscore the substantial value of this investment.
User experiences with VTO directly influence a brand’s image and reputation. An effective VTO solution can convey a sense of modernity and technological sophistication, while a poor experience can create a negative perception of the brand.
By choosing WANNA, you can unlock the potential of VTO to actively engage customers, drive conversions, and enhance marketing communication and storytelling, ultimately leading to enhanced customer satisfaction.
