E-commerce’ new battle on Size Inclusivity is on Images: fortunately technology can help

 

A game-changing step in the right direction is how people recall retailers’ actions to show visually size diversity and inclusivity on their websites. Customers have been applauding retailers such as Everlane for implementing the ‘see it in my size’ functionality, allowing people of all shapes see how a clothing piece fit for different sizes. This means, brands are not only offering a large range of sizes but are also displaying images of the same clothes with models from XS to Plus size wearing them. A powerful feature! As Teen Vogue¹ recaps, “envisioning what a size 16 will look like is hard when it’s only shown on a size 2 model”.

  

 

 

 

 

 

 

Fortunately, more and more retailer websites are using this “see it in my size” functionality, enabling women to select items on different sized models. Out of the several retailers who offer this (Everlane, Talbots, Loft, GoodAmerican…), GoodAmerican stands out. The functionality makes it easy for any customer to see what their collection would look like on 3 different sizes models. Universal Standards goes even further and shows all their best sellers on models of 7 different sizes. Being visually size inclusive provides a new user experience. ASOS has been receiving praise on social media for featuring a plus-size model wearing a bikini on their site, making oh-so many women of all shapes and sizes feeling more confident about the upcoming bikini season – evidently seen in the responses they have received.

From “seeing my body shape being represented makes me so happy” to “this makes me think about trying a bikini, something I’ve never done before”². But not only the customer feedback show positive results, the numbers do too! According to Retail Dive, ASOS’ total orders placed in the period rose 30% to 20.2 million from the same period last year³. It is noteworthy how making all customers feel [size] included can increase website conversion rates so significantly.

  

 

 

 

 

The purpose of this functionality is clear. However, the challenge is to figure out how this can be done at scale? When a brand has more than several hundred of SKUs, shooting each item with 3 to 4 different models becomes costly and time consuming. While this remains a major obstacle with traditional shooting, it can be solved with AI applied to images with technology such as Allure Systems http://www.alluresystems.com/. Capturing the garment once and combining it with digitalized models enables the delivery of images of the garment worn by models from size Xs to Plus size. All of this at scale while remaining cost effective!

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¹https://www.teenvogue.com/story/asos-model-different-body-type-same-item

²https://www.independent.co.uk/life-style/fashion/asos-social-media-praise-plus-size-bikini-model-twitter-vivian-eyo-ephraim-a8282716.html

³https://www.retaildive.com/news/asos-is-showing-how-clothes-look-on-different-body-types/520053/

 

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