Yoox enhances virtual styling tool with avatar addition

Online luxury fashion retailer Yoox has launched a new feature for its virtual styling tool, giving digital shoppers a better opportunity to understand what products will look like when worn.

This week, the company started allowing users of its Yoox Mirror on the Yoox app to develop their own customisable digital avatar, which can then be dressed accordingly.

By taking a selfie or uploading a photograph, consumers can mix and match outfits to see how clothes and accessories suit them before sharing their styles with friends on social media. Prior to these changes, users could see what fashion lines looked like on a general avatar, called Daisy.

Yoox, which first launched the mirror one year ago, said it has developed the avatar tool in response to increasing in-app interactions between consumers. The retailer said the feature is powered by a combination of artificial intelligence and augmented reality technology.

The product has been designed and conceived by the Yoox research and development (R&D) team. In a statement, the retailer talked up how the new customer offering represents the “perfect balance between man and machine” within the organisation.

Yoox’s merchandising team select the fashions, and the catalogue is then analysed by algorithms that detect visual elements such as colour, pattern, and shape within a product image, in order to decide which product combinations might be promoted online.

Federico Marchetti, chairman and CEO of Yoox Net-a-Porter group, said: “With Yoox Mirror, you can try on the clothes virtually. I’m proud of the pioneering innovations our talented R&D team continues to make to give our customers a truly memorable and interactive experience.”

The new avatar feature is currently only available on the iOS version of the Yoox app.

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