Consumers can now try sunglasses on through Amazon Fashion Europe’s new Virtual Try-On service. Initially the ‘Virtual Try-On’ will be available to selected brands at amazon.co.uk/virtualtryon.
The addition of this feature shows that Amazon are keen to develop ways for customers to try things on without leaving their homes or having to make a purchase. The instore fitting room experience is something retailers have struggled to replicate, due to it being difficult to recreate the experience of putting something on and looking in a mirror when shopping online. Despite this, developing ways around the issue has been a fundamental step in combatting fashion returns. Customers who feel more confident in how a piece of clothing will look on them are less likely to initiate a return.
Over time Amazon plan to expand the Try-On feature to other fashion categories.
We’re thrilled to be introducing another innovative feature for our Amazon fashion customers, Finding the perfect pair of sunglasses online that you will love and wear all year is now fun and easy with Virtual Try On technology. We look forward to listening to our customers and brands enhancing the VTO experience with more product categories and styles to come.– Ruth Diaz, VP Amazon Fashion Europe
How it works:
Customers find a pair they want to try on, tap on the “Virtual Try On” button on the product detail page, point the front camera on their mobile device at their face to see how the glasses look on them from all angles and in all available colours, then choose the style that suits them best. Customers can also take a photo of the virtual sunglasses they’re trying on and share the photo with friends through social media.