Aza Fashions, an Indian luxury fashion retailer has introduced a Virtual Try-On feature to reduce uncertainty in online luxury shopping by allowing customers to visualise complete occasion-based looks before purchase.
The feature, named The Look. On You, is designed to improve customer engagement and support purchase decisions. The tool places the customer within the occasion itself, matching the ambiance, setting, and styling cues of Indian celebrations associated with luxury dressing.
The brand claims that the feature will be available across its online platform and physical stores as part of its omnichannel retail strategy, allowing customers to access the Virtual Try-On experience through both the website and in-store retail screens.
As part of the initiative, Aza Fashions has also introduced Aza’s Virtual Closet feature that allows customers to save, curate, and revisit their personalised looks across occasions where users can build their own digital wardrobe and return to complete their purchase at their own pace.
It currently includes collections from more than 50 designers and over 10,000 styles across multiple Indian and international wedding and occasion-wear categories.
Founded by Alka Nishar and led by Devangi Nishar Parekh, Aza Fashions retails collections from designers including Anamika Khanna, Tarun Tahiliani, Rimple Narula, Harpreet Narula, Amit Aggarwal and Seema Gujral.
The company operates 14 boutiques across Mumbai, Delhi, Hyderabad, Kolkata, Ahmedabad and Surat, along with an e-commerce platform serving customers in more than 75 countries.
