From The Devil Wears Prada to real life: virtual tasters advance in fashion retail

In the disclosure of the sequence of The Devil Wears Prada, which is scheduled for April 30, one of the marketing actions brought a virtual fitting room as part of the digital experience content, created by Google, the characters Amari and Nigel (played by Simone Ashley and Stanley Tucci) use the tool in the search for the ideal look.

During the video, the duo chooses a production for an event. When searching for something “chique and worthy of the” catwalk, Nigel resorts to the feature to view different options directly on Amari's body, making the process more practical and visual.

Although the technology appears in the context of the campaign, solutions like this are already part of the retail reality.Renner, the largest fashion retailer in the country, is an example.The company implemented in its e-commerce a virtual fitting room with artificial intelligence (AI) that allows to simulate the trim of parts in different profiles and contexts.

“Technology was developed to reduce barriers in the customer journey. By offering an assisted experience that brings the digital environment closer to the physical store experimentation, it brings more security in the” decision, says the Chief Digital Officer (CDO) of the company, Flavio Reis.

The functionality allows the customer to view the clothes from a reference image, simply and quickly.The goal is to support the choice through greater familiarity with the product, visual comparison and inspiration of combinations.

The results already show impact: about 500 thousand people used the solution, with an increase in the conversion rate among users who accessed the resource compared to those who viewed the same items without the tool.

Innovation is available on the brand's digital channels.