Multiple companies are ramping up their investments in virtual try-on (VTO) technology and Farfetch-owned wanna is among them, the company on Tuesday announcing an expansion of its existing tech into new categories.

It’s among the leading VTO providers for the luxury sector and has now added new VTO experiences for scarves and high boots for AW24.

In fact, it said it’s the first on the market to offer the tech for high boots, “setting a new standard in the industry”.

Brands are increasing demand for interactive and personalised online shopping experiences, and have been looking at VTO for some time, with footwear and accessories the current big focus for more than one specialist.

And it said that the fact that no other solution in the industry allows shoppers to visualise how high boots will look on them and match them with their outfits “significantly hinders the online exploration of seasonal staples, making it difficult for customers to make informed purchasing decisions”.

Olga Titova, chief product officer at the firm, said: “Through comprehensive UX research and a deep understanding of the needs of online shoppers, we are excited to release two unique virtual try-on experiences. [Our] engineering excellence and constant R&D experiments allow us to drive innovation in the retail industry, offering true-to-life and lightweight VTO experiences that enable customers to explore and visualise their style choices.”

Wanna’s new offer is delivered through its proprietary, fully redesigned Virtual Fitting Room (VFR). The company said it’s “a ready-made solution for Virtual Try-On and 3D Viewer, featuring a customisable interface to match the brand’s look and feel. Designed for an optimal user experience, it can be integrated into a brand’s website with just a few lines of code, either as an iFrame or a standalone solution”.

And it also highlighted something on the minds of most e-tailers — costs. 

“VTO can reduce costs for digital content creation,” Wanna said. “Instead of producing numerous photos of models wearing different styling options for one scarf, users can virtually try on the scarves themselves in various wearing options”.