Virtual Fitting Room Market Size, Share & COVID-19 Impact Analysis, By Type (In-store Virtual Mirrors, App-based Body Scanners, and Sizing Surveys Backed by 3D Body Data), By Application (Apparel, Eyewear, Cosmetic & Beauty Products, Jewelry & Watches, and Others (Footwear)), By End-use (Brick-and-Mortar Stores and Virtual/E-commerce Stores), and Regional Forecast, 2022-2029

The global virtual fitting room market size was valued at USD 3.42 billion in 2021 and is projected to grow from USD 4.03 billion in 2022 to USD 14.87 billion by 2029, exhibiting a CAGR of 20.5% during the forecast period. Based on our analysis, the global virtual fitting room market exhibited an average growth of 16.5% in 2020 as compared to 2019.

In the scope, we have considered virtual fitting room solutions provided by key players such as SenseMi’ VIUBOX Mirror, VIUBOX SYZ, 3DLOOK’s YourFit, Mobile Tailor, Fit Analytics fit-finder, and MagicMirror.

The virtual fitting room allows customers to try on items virtually without touching them. This solution helps users to find out the perfect size, fit, and style of an item before they buy it with the help of augmented reality, virtual reality, and artificial intelligence technology. To use this software, customers use a live video feed of themselves by allowing access to the camera of their mobile devices.

COVID-19 IMPACT

Customers Shifting to Virtual Dressing Room Tool amid the Pandemic Boosted Market Opportunity

The COVID-19 pandemic has caused many challenges and disturbances to global business operations. In the early 2020s, the market of virtual fitting room witnessed a decline in its growth owing to the closure of retail shops, non-delivery of items, and imposed trade restrictions. Also, the supply chain and logistics faced a significant setback during the pandemic. However, global e-commerce surged with people increasingly adopting virtual and digital modes of payments and other activities. For instance,

• As per a Morgan Stanley report, global e-commerce retail sales rose from 15% in 2019 to 21% in 2021.


• Also, the e-commerce market is estimated to increase over the long term from USD 3.3 trillion to USD 5.4 trillion in 2026.

Companies worldwide are reshaping their off-store retail business with governments implementing relaxations over imposed pandemic restrictions. For instance,

• In October 2021, H&M launched a virtual dressing room in Germany to promote and showcase its new collection. H&M Germany collaborated with NeXR Technologies to implement the Fusion III body scanner. The partnership aided customers with NeXR’s AvatarCloud Fashion app and gave them a virtual try on experience.

This factor is expected to boost the market growth post-pandemic crisis.

LATEST TRENDS

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Rise in the Number of Online Shoppers to Fuel the Growth of Virtual Try-on Software

Mobile body scanning technology has an influential and transformative impact on businesses of all sizes. Solutions such as Mobile Tailor aid enterprises in collecting and gathering body measurements remotely using just two customer photos. Similarly, the YourFit solution matches e-shoppers with their perfect fit and helps tackle fashion e-commerce sizing challenges. This technology brings the fitting room to the online world, providing a photo-realistic try-on experience powered by highly accurate body measuring technology.        

Around 71% of consumers shop more with brands that integrate Augmented Reality (AR) into the customer’s purchase journey. Magic mirrors are gaining popularity and becoming the new normal on shop floors, allowing customers digital visualization. There is a growing shift toward the adoption of mobile e-commerce, which is expected to create lucrative opportunities for the market.

DRIVING FACTORS

Growing Adoption of Mobile Commerce to Augment the Demand for Virtual Fitting Room Tool

With consumer attention constantly centered on mobile devices, businesses, including fashion retailers, are grabbing opportunities to reach a mass audience. Many online retailers have developed applications, which display their company products to consumers quickly and interactively. Retailers such as Amazon, Walmart, Shopify, and more provide their customers with virtual dressing room apps to facilitate them with a virtual trail of outfits.

Virtual fitting apps on mobile are based on augmented reality and artificial intelligence. They provide a personalized avatar and 3D visualization for customers to enhance their shopping experience. Thus, mobile-commerce augments the growth of virtual try-on software.

In addition, consumers turning to social platforms in search of guidance and support, their reliance on the internet has increased. Influencers on platforms such as TikTok, Snapchat, Pinterest, and Instagram aid consumers in seeking advice and analyzing outfits through user-curated boards. By creating personal avatars on social media platforms, consumers can gain virtual dressing experience. Thus, growing shift toward adoption of mobile-commerce is expected to drive the market.

RESTRAINING FACTORS

High Cost of Implementation of Virtual Try-on to Curb Market Growth

Virtual reality technology has been popular among retailers over the past decade. Retailers such as ASOS, Adidas, and Macy’s are implementing virtual fitting rooms in their stores and e-commerce platforms. However, virtual dressing rooms would be an out-of-reach investment for smaller companies. There are various factors due to which virtual dressing room solutions are expensive such as incorporating/applying augmented reality, artificial intelligence, and virtual reality technology, creating 3D assets, purchasing hardware such as smart mirrors, and training staff on how to use the software. Further, without relevant experience working with AI, VR, and AR, the retailer might find it challenging to integrate the technology seamlessly. These factors are expected to hamper the market growth.

SEGMENTATION

By Type Analysis

Growing Adoption of App-based Body Scanners to Drive Service Demand

Based on type, the market is divided into in-store virtual mirrors, app-based body scanners, and sizing surveys backed by 3D body data.

App-based body scanner holds the largest revenue share and it is expected to grow at the highest CAGR during the forecast period. Shoppers can scan their body by using smartphones to find out their perfect size and fitting match. Multiple luxury fashion brands provide this solution to attract a large number of customers. For instance, H&M has developed a body scanner through which H&M customers can create their own virtual avatar and it can be transferred to the AvatarCloud app to try on correct clothing sizes virtually. Further, it provides a photorealistic try-on experience to each customer by generating an exclusive 3D avatar from a quick scan on a customer’s mobile device.

In-store virtual mirror is anticipated to grow at a prominent CAGR during the forecast period, as global fashion brands, such as Ralph Lauren, Neiman Marcus, and Mango, allow shoppers to try on products through their in-store virtual mirrors. According to a well-established brand Ralph Lauren, its virtual mirrors have 90% interaction rate. This huge amount of data from its online fitting room software helps to enhance their retail strategy and improve business performance. These factors are likely to drive the market growth.

By Application Analysis

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Extensive Rise in the Use of Virtual Try on Tool in Apparel Sector to Fuel Market Growth

Based on application, the market is categorized into apparel, eyewear, cosmetic & beauty products, jewelry & watches, and others (footwear).

Apparel segment holds the largest virtual fitting room market share owing to the significant use of virtual try-on software in the clothing industry. This software helps shoppers to try on multiple clothes virtually, without even touching them. For instance, in September 2022, Walmart launched a new virtual try on to improve the customer experience in the U.S. by acquiring Zeekit, a virtual try on start-up company.

The eyewear sector is likely to gain significant growth during the forecast period as virtual dressing room solution is significantly used in the eyewear industry. It enables the user a 360-degree view of him/herself in the selected frames virtually, due to which this solution is expected to become popular among customers. For instance, Dubai-based specsaddict.com is giving an option for shoppers to try glasses and sunglasses in the UAE by using a virtual mirror tool before buying the item. The shoppers can try on brands including Christian Dior, Ray-Ban, and others by using their mobile device.

By End-use Analysis

Significant Rise in Online Shopping Among Customers Propels Market Growth

Based on end-use, the market is bifurcated into brick-and-mortar stores and virtual/e-commerce stores.

Virtual/e-commerce stores segment is expected to gain maximum revenue share in the market as well as it is anticipated to grow at a highest CAGR during the forecast period, owing to an extensively growing customer base. Along with digital transformation, many people across the globe prefer online shopping. Owing to this, multiple e-commerce websites have adopted virtual dressing room solutions that enable shoppers to find out perfect size and fitting match by virtually trying the product. For instance, according to NielsenIQ, 66% of customers say that Augmented Reality (AR) technology helps them to trust the quality of the item they are browsing.

Further, the virtual fitting room solution is prominently used in brick-and-mortar stores, as it allows users to buy items virtually with the swipe gesture of their hands. For instance, in March 2021, Burberry opened a virtual store in Japan. In this, virtual store customers will be able to navigate themselves around the store and they can purchase any product by selecting digital icons. In addition, in 2021, H&M implemented several virtual dressing rooms into some of its stores throughout Germany. H&M has partnered with NeXR Technologies to install the Fusion III body scanner.

REGIONAL INSIGHTS

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Geographically, the market is divided into five key regions such as North America, Europe, Asia Pacific, the Middle East & Africa, and South America. They are further categorized into countries.

North America to gain maximum revenue share during the forecast period. The North America market share is driven by increasing adoption of Augmented Reality (AR), Virtual Reality (VR), and Artificial Intelligence (AI) technology in the retail sector and e-commerce stores. These technologies help customers to try on different products with virtual try-ons and fitting rooms to increase customer engagement and conversion rate. Further, many well-established retailers in the region are engaged in the acquisition of small scale e-commerce platforms to increase their customer base as well as brand building. For instance, in August 2021, GAP, a U.S. based apparel retailer, acquired e-commerce startup Drapr, which uses virtual fitting technology. This technology helps shoppers to generate 3D avatars of themselves to try on clothing. This technology is available for online as well as in-store shopping experience.

Asia Pacific is anticipated to witness a significant CAGR during the forecast period, as market players in the region focus on expanding their geographical presence by offering advanced virtual dressing room solutions across developing nations. In addition, China is the largest exporter worldwide of clothing. Over the past 10 years, China accounted for 38% of global fashion industry growth across segments, which plays a vital role for the growth of the market. According to the International Monetary Fund (IMF), India is projected to be the fastest-growing major economy. The Indian clothing market was worth USD 53.7 billion in 2020, making it the sixth largest globally. Moreover, the major players and startups across the region are significantly focusing on adoption of novel technologies such as AR, VR, and AI technologies in their virtual try on software to enhance performance and make it easy to use for the customers. This plays an important role in driving the market in the region.

In Europe, the market has been significantly boosted as multiple retailers and well established brands across the region are engaged in the adoption of technologically advanced virtual fitting room solutions in their stores. For instance, in June 2020, a luxury fashion brand Gucci and Snapchat introduced the first Augmented Reality (AR) shoe try-on lenses on the social media platform. This feature enables users to try out the sneakers in AR to see how they look on their feet. Moreover, H&M, a Sweden clothing company, tested the first virtual fitting in its two flagship stores in Hamburg and Berlin. Primary results obtained in a customer survey were encouraging. According to a survey, 60% of customers found the virtual dressing room solution is helpful in finding out the perfect size and fitting of clothes. In addition, 64% of customers say this solution will be the future of shopping.

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Similarly, the growing digitalization in the Middle East & Africa and people's growing interests in online shopping have created a lucrative opportunity for virtual try-on solutions in the region. Further, luxury customers in emerging key African markets like Nigeria are keen to purchase luxury products. Thus, they prefer online shopping and availability of virtual dressing features on e-commerce platforms provide them an additional edge to buy the product according to their size and fitting measurements. Latin America is expected to gain steady growth owing to the strong presence of the middle class population in Brazil and Nigeria. Further, luxury brands in the market are now looking at Brazil as an opportunity for expansion of their business and attracting mass customers.

KEY INDUSTRY PLAYERS

Strategic Acquisitions by Key Players to Boost Market Expansion

The key virtual fitting room players are investing in offering innovative virtual try-on solutions across all business segments. Major players operating in the market are launching new products and reinventing their existing products to expand their business.

Also, through integrations and partnerships, the companies are gaining expertise and expanding their business by reaching a mass customer base. The key players adopt this strategy to improve their customer experience and offerings. Through strategic partnerships and acquisitions, the key players are focusing on market share expansion and increasing customer reach.

May 2022 – Snapchat launched new AR tools for virtual shopping and collaborated with Gucci and American Eagle. The additions include Snap’s 3D Asset Manager, Camera Kit for AR Shopping, Snap’s AR Shopping Templates, and Dress Up tool.

March 2022 – 3DLook launched a virtual try-on solution, YourFit 2.0, to help fashion brands and retailers. YourFit 2.0 is an omnichannel fashion engagement and personalization platform powered by AI technology to enhance the customer shopping experience.

List of the Key Companies Profiled

• Else Corp (Italy)


• Fit Analytics (Snapchat) (Germany)


• FX Gear Inc. (South Korea)


• Magic Mirror (U.K.)


• MeMo Labs Inc. (U.S.)


• 3DLOOK Inc. (U.S.)


• Zugara, Inc. (U.S.)


• Visual Look (Spain)


• triMirror (U.S.)


• Sensemi DMCC (UAE)

KEY INDUSTRY DEVELOPMENTS:

• November 2021 – Snapchat partnered with brands on several Augmented Reality (AR) focused shopping initiatives to expand its e-commerce credentials. The biggest was ‘Snap Holiday Market,’ which included immersive AR shopping experiences from Coca-Cola, Amazon, Hollister, Verizon, Under Armour, and Walmart.


• August 2021 – Digital fashion house, Replicant and in3D, an online developer company, partnered to launch the TRAI app. This product enabled shoppers to experience a virtual try on. The app is available to over 35 next-generation cyber designers.


• June 2021 – Vue.ai launched ‘Dressing Room’ by Vuemodel. The product is a tool for shoppers that enables them to visualize items on models that are most relevant to their body proportions. Vue.ai serves more than 100 global customers in the retail industry, including Mercado Libre, ThredUp, El Corte Ingles, and more.


• June 2021 – SenseMi implemented new Active Dynamic Calibration (ADC) technology in its virtual dressing mirror. ADC directly evaluates the user’s body proportions and calibrates the clothes accordingly without requiring manual calibration.


• May 2021 – SenseMi released AI-powered solutions, ViuBox Eye and ViuBox Switch, for e-commerce fashion businesses. They digitally generate model images and automate product tagging.

REPORT COVERAGE

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The global virtual fitting room research report highlights leading regions across the world to offer a better understanding of the user. Furthermore, the report provides insights into the latest industry and market trends and analyzes technologies deployed at a rapid pace at the global level. It further highlights some of the growth-stimulating factors and restraints, helping the reader gain in-depth knowledge about the market.

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