This week we are going to be discussing how different digital marketing tools can be used to help consumers find the perfect product for them. More, specifically, I’m going to be discussing the different ways that technology is being used to help customers find the “perfect fit” prior to purchase. Moreover, we will be discussing why this is so important for marketers and the positive effects it can have for both the brand and the consumer.
Firstly, lets talk about the different ways brands are incorporating “Fit Me” technology into the online purchasing process.
Avatar- this allows the consumer to create a life-like digital rendering of themselves through size measurements and 3D body-scanning. An example of a brand that is doing this is Evelyn & Bobbie and a company that can facilitate the incorporation of this type of technology is Body labs
|Nike,2019|
Smartphone Sizing – is a technology that enables consumers to measure themselves using their iPhone and, once a size has been determined, match that consumer with products in their size online. An example of a brand that is doing this in Nike and a company that can facilitate the employment of this type of technology is MySize.
Smart Suits – are a relatively new technology that determined the exact size of the consumer through the use of sensor technology and then recommend the best fit based on these measurements. An example of this is the ZOZOsuit.
Why is this so important for digital marketers? The ability to offer dynamic sizing solutions on a mobile is increasingly important. Therefore, technologies such as smartphone sizing, means that brands can offer a more accurate and frictionless retail experience, one that is more personalised and engaging. This helps increase sales, as people are more likely to follow through with a purchase knowing it will fit. Additionally, it can help to reduce the costs associated with returns. In fact it has been found that up to 48% of apparel returns occur as a result of size confusion. Moreover, the additional data can be used to push recommendations and suggestions.
What are your thoughts? Do you guys think that traditional sizing charts are outdated?
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It's Sophie 
I love the idea of more sizing options to determine if an outfit will fit. My body shape is not standard and I’m always looking for clothes that are long enough, without getting wider. A great innovation.
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Yes, and do you think that a brand that uses this kind of technology would be preferential?
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Yes, I would definitely use brands that use this technology, especially if I could store the data for future purchases.
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I think this is a great idea! I would definitely use this, I always find myself in the middle of two sizes and not being able to work out exact measurements for my online purchases so I end up buying those items in a retail store.
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Same, I am in the middle of two shoe sizes and it prevents me from being able to buy shoes online.
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I love a good sizing chart but it would be great to see progress in this area to be more digital đŸ™‚ Great post sophie!
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Thanks for the comment! My only issue with sizing carts is that I often fall between two sizes, so I think if this new technology can prevent that, it would be so handy!
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I genuinely think that the sizing chart needs to be improved as we come to see that there are so many different body shapes and types and that the traditional sizing charts don’t cater to this very well – I love these ideas and I’d love to see these technologies implemented ! Especially with online stores and how different some measurements are with different stores!
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I agree, all brands seem to have different sizing so I think this kind of technology will help eradicate confusion!
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So cool Sophie! I love hearing that technology like this exists and is being adapted! I’m sure its not an exact science yet – especially since brand by brand, season by season clothing just fits differently… now if only we can adapt some sort of technology that ensures the outfit you get looks good! Effortless shopping!
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That’s the dream!
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I think it sounds like a great idea, but how often does technology fail or not work quite as it was planned to. I think there would be lots of teething issues to start with, but in a couple of years time it will be awesome!
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Yes, I guess like all technologies it will take time to perfect, but once it is I’m sure it will be useful.
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I often question the accuracy of traditional size charts, and think they can be really hit and miss due to different body shapes, types etc. I think this new technology can be really handy and will be far more accurate. Great post!
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Same, I think it will be particularly helpful for those who don’t quite fit into the standard size categories.
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I think sizing charts are helpful but not always accurate from experience. Having technology that can make purchases online even more accurate would provide great satisfaction ad relief to know what I’ve ordered is actually going to fit me! Great read!
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Thanks, and I agree; I think that this kind of technology will increase follow through rates with online purchases. Particularly from stores that you haven’t purchased from before and that you are unfamiliar with the sizing.
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I think that such technology could definitely be more accurate than fitting charts as this simulates the consumer fitting into the outfit. This would reduce cognitive dissonance as they would be able to “try on” the product without wasting time and much effort and be able to think about their purchase decision before proceeding on.
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So true! I hadn’t thought of it that way but it will definitely help with reducing the effort with a purchase
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This is awesome! This kind of technology really adds value for consumers and will most definitely give brands a competitive advantage. I personally would love to use such tech in the future. Thanks for the great read!
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Thanks for the comment! And I agree, I think that brands that adopt this kind of technology will stand out from their competitors
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