This article was taken from the June 2014 issue of Wired magazine. Be the first to read Wired's articles in print before they're posted online, and get your hands on loads of additional content by subscribing online
It's hard to find the perfect fit when you're shopping online.
To make it easier -- thereby encouraging more purchases -- startups are trying everything from metric algorithms to catwalk avatars, 3D scans and selfie-based virtual models. Most technologies so far haven't succeeded. "Animation is just creepy, and a virtual catwalk is proven not to increase sales," says Heikki Haldre, founder of Estonian developer Fits.me, which provides virtual fitting rooms to online stores. "Consumers even have trouble with an item's side view, since it's not flattering. That's why we don't show it." Here are some of the latest virtual-fit techniques to try on for size.
Data analytics: The leader in the fit-tech race is US startup TrueFit, which crunches data from 1,000 retailers such as House of Fraser to suggest sizes.
Fit mapping: In the footwear space, Shoefitr collects data on some 900 brands, churning out a claimed five million fit recommendations per day.
Virtual fitting room: Estonian firm Fits.me believes data visualisation is key. Shoppers can "enter" a virtual fitting room and see outfits superimposed.
Virtual model: London-based Metail uses 3D visualisation technology to let shoppers create approximations of themselves, which can be spun 360°.
3D scanning: Taking advantage of improvements in 3D scanning, Spanish startup Bodi.me lets shoppers create profiles with a webcam.
This article was originally published by WIRED UK
