Zalando has been busy this week, on Thursday announcing a much more personalised development for its virtual fitting room and two days earlier an interactive exploration of streetwear and its communities across Europe.

First, that fit personalisation development. For the first time, it’s integrating its body measurement technology with its virtual fitting room.

Launching in 14 European markets, the new pilot allows customers to virtually try on a curated selection of Levi’s products for men and women.

It said appetite for such innovations is supported by data showing “a growing dissatisfaction with changing rooms, poor size guides, and frequent returns among European customers”.

It means customers can create a 3D avatar based on their body measurements, ensuring a better fit representation. The updated virtual fitting room is available in 14 European countries and will be tested for four weeks “with the aim of collecting the necessary learnings and insights to keep developing this technology”. 

Since an initial pilot in 2022, over 80,000 customers have used Zalando’s virtual fitting room.

Pelin Anlu Bedirhanoglu, director of product size and fit, said: “In the early versions of our virtual fitting room, 3D avatars were based on statistical modelling. But every body is unique. By integrating our body measurement technology, customers can now create avatars that accurately reflect their individual body shape.

“We have already observed up to a 40% reduction in return rates with our virtual fitting room technology. While these results are limited due to the testing phase of the technology, they are a promising indicator of its potential to enhance both customer and brand partner satisfaction.”

Inspiration and entertainment 

Meanwhile, the company said it’s “amplifying its commitment to customer inspiration and entertainment with the launch of Cultural Ties, an interactive map that explores vibrant streetwear scenes in Amsterdam, Antwerp, Berlin, Paris, Stockholm, and Warsaw”.

The data was sourced in collaboration with Zalando’s Trend Spotter tool, where customers can find out which trends are emerging in European fashion capitals.The launch is supported by an exclusive Adidas Originals merchandise collection available in all Zalando markets in December.

The interactive map, available on the Zalando website and app, allows customers to explore a curated collection of inspirational content.

Marius Brintrup, commercial director streetwear, said: “With nearly 50 million active customers across 25 markets, we’re at the forefront of current trends and anticipating future developments in fashion. But Streetwear as a movement begins locally, and our aim is to contribute and celebrate it with the community. We combined Zalando’s industry knowledge and data with insights from top streetwear trendsetters, to inspire our customers and showcase the rich diversity of streetwear culture across Europe.”

And Daniela Klaeser, team lead for streetwear buying, added: “Our role isn’t to dictate what streetwear should be but to support and amplify the voices of those leading its evolution; like the communities of Antwerp and Warsaw, where really exciting creativity in streetwear is emerging.”