Consumers’ digital preferences continuously evolve with time and brands are responding with technology to improve the online shopping experience for consumers via a recent tech, virtual try-on. Virtual try-on uses technologies like augmented reality, computer vision, and artificial intelligence to allow customers to virtually try on clothes, makeup, and other accessories before making a purchase. Virtual try-on technology is becoming a more popular way across brands like Amazon, Alibaba, Kering, Nike, and Walmart to visualise a range of products in clothing and sporting goods, including footwear. The technology provides opportunities for retailers to increase engagement, drive margin expansion, and reduce returns by raising conversion rates. Fit and size are the main reasons for online apparel returns, according to the NRF.

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