Lamoda, one of Russia’s largest marketplaces, has pioneered an online clothing fitting room. The new feature is available to some users in test mode in the Lamoda mobile app for iOS.

To get size recommendations and see how an item fits you, enter four main parameters: gender, height, weight, and age. If the user specifies additional characteristics — body features, the accuracy of the search will be even higher.

The system uses the selected size to visualize the outfit automatically on a model with similar parameters, allowing users to personalize their gallery. For optimal results, shoppers can upload their own photos and see outfits on themselves within a few seconds.

You can virtually try on almost 300 products, choosing from the most popular on the platform: dresses, trousers, shirts, cardigans, jeans, T-shirts, tops and other goods. Online fitting simplifies purchases for customers, allowing them to maintain a high percentage of buy-out, increasing their discount under the loyalty program. Users no longer have to order the same product in multiple sizes.

“We pay great attention to products that make online shopping more convenient and affordable for our customers. Thanks to machine learning and artificial intelligence technologies, we have launched personalized fitting: customers can see how products look on virtual models, created based on the entered parameters,” said Kira Matveeva, Lamoda's Product Director. “We expect that the new service will improve the convenience of our platform, help users choose the right sizes and winning styles, reducing the number of returns after fitting. With successful testing, we will be ready to launch this service on other platforms.”

Texel, a tech partner that develops the virtual fitting room, is a startup specializing in the development of computer vision technologies, artificial intelligence, and generative neural networks in the fashion retail sector.

“Those who buy clothes online usually have two questions: “What size should I choose?” and “How would these clothes look on me?”. The virtual fitting widget gives answers to them, enabling retailers to increase the conversion into a purchase, reduce the percentage of returns, and avoid orders with multiple sizes. We are pleased that Lamoda has become the first marketplace in Russia to offer virtual fitting to users,” commented Maksim Fedyukov, candidate of physical and mathematical sciences, CEO of Texel.