Virtual reality

Hugo Boss Lets Shoppers Build A Digital Mannequin Using AR

Virtually try on high-end clothing using Reactive Reality’s PICTOFiT technology.

There’s nothing worse than purchasing a new article of clothing only to discover it doesn’t fit your particular body type. This is especially true when it comes to e-commerce, which offers little to no opportunity for customers to try before they buy.

Luxury fashion house Hugo Boss understands this dilemma, which is why the company has partnered with technology company Reactive Reality to develop a new system that allows you to design a custom digital mannequin with detailed body measurements using their PICTOFiT augmented reality technology.

Credit: Hugo Boss

Using this hyper-realistic model, you can then try on various Hugo Boss products. You can see what a shirt looks like tucked in or out or what certain clothing looks like layered over others.

“We know that the global pandemic has considerably accelerated the fashion retail market, and we want to help retailers keep up with the demands of consumers who are looking for new and exciting ways to shop online,” said Stefan Hauswiesner, CEO and co-founder of Reactive Reality, in an official press release.

Credit: Hugo Boss

“Understandably, some consumers still may not feel confident enough or able to venture into physical stores yet, so our tech, which can be integrated into any web store or shopping app, offers the perfect solution for both parties.”

Reactive Reality’s PICTOFiT technology is available now to select Hugo Boss shoppers in Germany, the U.K., and France with more locations likely on the way.

Image Credit: Shutterstock Photo


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