AN INTEGRATED SOLUTION FOR THE ONLINE MARKETING OF CUSTOM-MADE GARMENTS THAT INCORPORATES A VIRTUAL FITTING ROOM

Abstract

We use IT applications to solve various problems, such as buying various things, communication or professional matters. Everything seems to be solved faster when we shop on online platforms (virtual stores) because we can analyse several offers, see the best deals and then decide which one suits our purpose. Sometimes the items bought online are returned for the following reasons: they do not look as they were presented on the website; these items have functional problems or do not fit (this is the situation with clothing and footwear products). Usually, the fit problems occur because the customer did not choose the right size, the model does not have a size range that fits the customer, or the customer has a particular body shape. The return rate (fit problem) can decrease if the customer can virtually try on the selected model during the purchase process to check how it looks on their body. Assuming that customers also have the option to personalise the product according to their body shape or desires, their satisfaction increases. In this case, the number of returned or unsold products is reduced, and a dynamic and positive advertising campaign for the brand can be carried out (based on customer reviews). This paper proposes an integrated solution for online marketing of customised clothing products (website for medium or small companies), using a virtual test room that simulates the product on the virtual mannequin in different positions (360°).