Zalando’s latest innovation in personalized shopping integrates body measurement technology with its virtual fitting room for the first time. The trial, available in 14 European markets, lets customers try on a curated range of Levi’s products for both men and women using a 3D avatar based on their own body measurements. The move aims to address widespread dissatisfaction with traditional fitting rooms, inaccurate size guides, and frequent returns, which Zalando data shows are growing concerns for European customers. The company hopes this technology will significantly improve the shopping experience by offering a better representation of fit. The four-week pilot will allow Zalando to gather feedback and refine the tool further. Streetwear platform launch In addition to the virtual fitting room, Zalando launched a new streetwear initiative called Cultural Ties earlier this week. This interactive platform highlights key streetwear scenes in cities like Amsterdam, Antwerp, Berlin, Paris, Stockholm, and Warsaw. Cultural Ties is part of Zalando’s effort to inspire and entertain customers through a deeper exploration of local fashion communities. The project also includes exclusive collaborations, such as an upcoming Adidas Originals merchandise collection available across Zalando’s markets in December. The company used its Trend Spotter tool to identify emerging trends and streetwear influences from European fashion capitals. Zalando’s virtual fitting room success Since Zalando introduced its virtual fitting room in 2022, over 80,000 customers have used the service. Pelin Anlu Bedirhanoglu, Zalando’s director of product size and fit, emphasized the advancement, saying, “In the early versions, 3D avatars were based on statistical modelling. Now, with integrated body measurement technology, customers can create avatars that accurately reflect their individual body shape, ensuring a more personalized fit.”
