Product fit in the digital commerce environment: A conceptual study on lingerie brand’s digital fit tools

Within the apparel industry, new technologies, environmental concerns and even a global pandemic have significantly altered how fashion products are developed, merchandised and purchased. The expanding e-commerce segment of the industry is requiring that brands reimagine how consumers choose products to purchase without a physical garment to touch, feel and try on their bodies. Communicating product information accurately, especially fit, is necessary as fit has been established as a critical component of customer satisfaction and reduces costs of returned product. Returns in the apparel industry have increased significantly due to the increase in online sales, suggesting that improved product fit and size communication is needed to improve consumer trust and satisfaction as well as increase profit margins and reduce environmental impact. Technology such as virtual fitting rooms, custom consumer avatars and body-scanning are all possible solutions to clearly convey fit and size information to the consumer before purchase. Brands within the lingerie and foundations market have been some of the earliest adopters of these virtual fit technologies with varying degrees of success, as they allow consumers to shop in privacy and offer an opportunity to educate the customer in less intrusive formats such as videos and charts. In this article, several of these early adopters in the lingerie e-commerce market will be evaluated to identify what has affected their successful or failed implementation and consumer acceptance to outline possible future improvement and application.