As online shopping continues to rise in popularity, the apparel industry faces a unique hurdle: the uncertainty of clothing fit. To address this challenge, virtual try-on sessions have emerged as a cutting-edge solution. These sessions enable consumers to share photos or measurements, enabling the creation of a personalized avatar with a similar size for a more accurate virtual fitting experience.
New research from the University of Missouri reveals that perceived ease of use significantly reduces privacy concerns among consumers, particularly young people, who may have reservations about the new technology.
Song-yi Youn, an assistant professor of textile and apparel management at the MU College of Arts and Science and lead author of the study said “In our evolving society, personal information holds increasing value and significance. Individuals, particularly young people, exercise caution in safeguarding their personal data, recognizing that this trend is a lasting phenomenon.”
In order to arrive at her findings, Youn conducted a study where participants provided body information including height, weight, bra size, and body shape to create a personalized avatar. Participants were then asked to virtually try on a jacket and capture a screenshot of their avatar. Subsequently, they were interviewed about their experiences and their willingness to shop virtually again using an avatar.
“Participants in the study demonstrated a greater propensity to utilize the technology when they realized they could exert control over their experience, enabling personalization, and when they perceived the technology to be highly responsive and user-friendly.” Youn said.
