Lamoda, the biggest fashion online-retailer across the CIS has announced a virtual Try-On feature in their mobile app using Wannaby technology

Source: https://www.kommersant.ru/doc/4061573

The Lamoda iOS app has launched a virtual fitting room feature using augmented reality (AR) technology. About a hundred men and women sneakers models are now available to try-on. The choice of “sneaker” category is justified by its popularity. To try them on, users simply need to point the camera at their feet and choose the sneaker model.

“We expect that virtual fitting will help to increase the conversion in the “sneaker” category up to 8–9% and reduce the number of refusals after fitting pre-purchase by 10–15%, whereas currently, refusals can be up to 60%,” — said Yulia Nikitina, Managing Director for Digital Marketing and Product at Lamoda Group.

Belarusian startup Wannaby, who have previously developed an app with similar functionality, partnered with Lamoda in this project. Their own application ‘Wanna Kicks’ has up until now only been available on iOS but at the end of September, it will appear in Google Play according to Sergey Arkhangelskiy, the CEO of Wannaby. Last May, Wannaby raised $2 million in a seed round.

“Wannaby is already cooperating with Gucci and is negotiating with potential partners around the world,” — says Sergey Arkhangelskiy, — “We see that AR Try-On feature for shoes helps brands to not only increase the engagement of users across their online and mobile platforms but to also convert shoe buyers from brick-and-mortar stores to online shopping.”

He also added that the online sneaker market will reach $15 billion in 2019 according to Euromonitor, while CAGR is expected to be around 12%.