Gaming technology contributes to luxury e-commerce; understand

Fit virtual technology has never been very successful, but a new fashion company is ready to change everything. Bods allows online shoppers to see how clothes of different sizes will look and fit in real life through a digital rendering created through the AI ​​of your real body.

The company, founded by former model Christine Marzano, recently received $ 5.6 million in funding from Stellation Capital, as well as model Karlie Kloss and co-founder Jenny Fleiss Rent the Runway.

Here’s how it works. Your unique avatar or ‘Bod’ is created from two photos sent through computer vision and machine learning. After an initial process of just 10 seconds, users can make small adjustments using simple sliders. You can also do the process by entering the bust, hips, weight, and height (the data from the size baggers extract the rest), however, the photos will provide a more accurate representation. Users only need to create their Bod once while traveling through their profile.

The technology, enabled for mobile and desktop devices, uses a 3D creation tool that boosts gaming platforms like Unreal Engine, Fortnight, and is also used in TV shows like Disney’s The Mandalorian.

In addition to the overall look, the heat map feature allows users to zoom in to see if the clothes are loose or feel tight. “If you spend $ 1,500 on a sweater, you want to know,” says Bods of Bods.

While Marzano was working in Los Angeles, he found that the software was moving the characters of the computer game industry. “I thought I thought technology could be used outside of games, and because I had a lot of experience with fashion, I understood that it was the place that made the most sense to me, and the place where I had the biggest network. “He did an internship at a motion capture company to get the required education and started Bods in June 2021.

Following a beta test at the Khaite e-commerce site in New York, which sells $ 1,500 jerseys, the Bods virtual adjustment technology will be rolled out this summer to three unbranded luxury brand e-commerce sites. North American and European markets.

Khaite’s trial numbers speak for themselves. The duration of the session, especially after the creation of Bods, increased by 93% and the size of the cart increased by 11%. Mailing list subscriptions have grown by more than 100%, he says, “people who have been customers for years but haven’t signed up.” Refund data is still being collected, but interestingly, people have changed the size they bought in the best-selling branded sweater.

“Before, they used to buy small and extra small pieces and return them because the sweater is really cut, but after using Bods, the same people bought them in medium or large sizes, and as a result, Khait changed the whole size guide.”

In addition to his photorealistic nature, which is echoed by luxury fashion brands, another reason Marzano had the opportunity to work on Unreal Engine was the interoperability of the software – among the various metaverse verses, for example.

However, while some of Bods’ partners want to take advantage of this export feature, Marzano is currently more concerned with increasing usability in a more established state of e-commerce.

“I have a strong belief in Web 2.5,” he says – in the context of today’s Web 2.0 business models that leverage Web 2.5 brands to take advantage of Web 3.0 assets – Bods is described as a “bridge to metabersion”.

He remains skeptical about the economic benefits of metaverse in its current form. “It simply came to our notice then. Sure, brands are getting more exposure, but are they converting? That’s a big question, “he says, adding that” a lot of the metabersion experience right now is only for Z-generation or gaming originals, which are not the majority of luxury customers. “

Notably, the age of the 7,000 customers who built Bods with Khaite ranged in age from 20 to 60 years. According to Marzano, “you need to take your customer to where they are now and offer them something that is easy to use and has a purpose.”

“So if a brand is having a meta-verse experience and just exporting its Bod, that makes a lot more sense than trying to get people to do things that don’t seem completely ready.”

In terms of training in fashion, this has given him a lot of credibility when it comes to hiring luxury brands, he says.

“They are confident that I understand their wishes and needs, their language, and that I will not put anything on their website that is completely inconsistent with their aesthetics,” she says, referring to the avatar’s basic clothing. 54+ photorealistic skin tones based on the Fenty baseline. “Most other tools give you a maximum of seven.”

“All decisions were made through a luxury lens. The perfect response from those who tested the product at Khaite was that our solution looked the best and seemed top notch. A lot of the previous effort came only from the technology side, which released a product that felt disconnected from the fashion experience. ”

In the future, Bods is developing its own website, where users can create Bod in situ for use on partner websites. “We are also developing our platform so that people can mix up the elements of our website and match them with our partners,” Marzano said. In addition, there will be opportunities to buy digital clothing: standalone versions and digital twins associated with a real-world product.

For starters, sales will be made through affiliate programs, but Marzano is discussing brands with Farfetch in line with a Bods marketplace model.

Read also: Second-hand luxury e-commerce is gaining momentum in China and showing trends in the world

Source: Forbes

Leave a Comment