Google, Zalando, and Snapchat All Want to Replace Your Fitting Room. None of Them Have.
Between 20 and 40 percent of everything bought online gets returned. For clothing, half of those returns are fit-related. Not wrong color. Not changed mind. The medium was not a medium.
Half of online shoppers now buy multiple sizes expecting to return the rest. The industry calls this “bracketing” — as if naming a failure makes it a feature.
Three of the largest tech and retail companies have each spent years building their version of virtual try-on. They built three fundamentally different things.
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