Inditex creates digital fitting rooms in the Massimo Dutti app

Madrid – The Spanish fashion chain Massimo Dutti, part of clothing giant Inditex, has added a new feature to its own app called ‘Shoes Experience’. The new addition empowers users of the app through augmented reality technology capable of digitally fitting different shoe models. Inditex has been focusing on the digitization of its main subsidiaries for some time now. For example, the Spanish multinational wants to modernize and optimize sales outlets. Inditex previously did this digitally with its ‘modo tienda’ (‘shop function’).

The new function is available in the women’s section of the mobile webshop, in the subcategory ‘Shoes’. Via the ‘Shoes Experience’, the customer can discover different shoe models for which the chain has activated the new function.

In the men’s department, the new function based on VR can be found directly within the ‘shoes’ category. The first models it added to the new feature are part of the sports collection. This is in line with the priority that consumers give to comfort and a more relaxed, atleisure radiance, ever since the corona pandemic has gripped the world.

Inditex creates digital fitting rooms in the Massimo Dutti app

A virtual shoe fitting room

To complete the virtual experience, consumers in the ‘Shoe Experience’ must first choose the models. The customer then selects his size and adds the product to his shopping cart, in the same way as one would when purchasing any other random Massimo Dutti product.

As soon as the product has been added to the shopping cart, you can enter the virtual fitting room from there to try on the chosen product. To do this, the customer only has to click on the product and then the photo of the article opens. At the top of the photo is a white legend with the text ‘view in 3D’. This button then opens the camera of the mobile device so that the chosen shoe model can be virtually fitted. Once the customer has made his choice, he can complete his purchase in accordance with the chain’s general terms and conditions of sale.

Inditex creates digital fitting rooms in the Massimo Dutti app Inditex creates digital fitting rooms in the Massimo Dutti app

With the activation of the new app feature, Inditex (and Massimo Dutti) is at the forefront of the mid-market customer online experience. In this case, they are following luxury companies that have already launched their own digital initiatives, such as Gucci, and it could be a precursor to a completely new commercial model for the fashion industry, based on augmented reality technology and artificial intelligence.

Image: Mobile webshop Massimo Dutti

This article was previously published on FashionUnited.ES and has subsequently been translated and edited into Dutch by Veerle Versteeg.

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