Source: www.fibre2fashion.com
Zalando, a leading European online platform for fashion and lifestyle, has partnered with YouGov to understand emotions connected to purchasing fashion online and offline and how their experiences impact consumers' shopping habits. The online survey included 14,609 adults from across the United Kingdom and Europe.
Once considered an essential part of the shopping experience, the research shows a growing dissatisfaction with changing rooms, poor size guides, and frequent returns. Respondents report experiencing emotions such as insecurity (19%), frustration (19%), and disappointment (16%) when trying on clothes in-store, with cisgender women (49%) and transgender women (57%) selecting at least one of these negative emotions.
To uncover these evolving consumer needs, emotions connected to purchasing fashion and their impact on consumers' shopping habits, Zalando has conducted extensive research in partnership with YouGov Analysis Institute. This research supports the development of Zalando’s size and fit solutions, such as the Virtual Fitting Room, where customers can try different sizes of an item on a 3D avatar that represents their bodies, and the Body Measurement tool, which offers size recommendations based on unique body measurements. These tools provide a personalised, stress-free shopping experience that addresses fit and comfort, empowering shoppers to feel confident in the clothes they wear. This technological advancement not only reduces the anxiety of finding the right size but also promotes a positive and satisfying shopping experience.
Following various pilots and tests, Zalando introduces its ‘Virtual Fitting Room’ and Body Measurement tool, transforming the shopping experience and supporting Zalando-stocked brands. Using human insights, Zalando’s innovations are helping redefine the shopping landscape, making it more inclusive, accurate, and enjoyable.
