Workwear brand Dickies and its forward-thinking parent company, VF Corporation, are always seeking innovative solutions to enhance the customer journey. To drive even more engagement and personalization for digitally-savvy consumers, the company launched an AI-first pilot project with 3DLOOK that paired a number of innovative capabilities like digital outfits, 3D avatars, and touchless size and fit recommendations. A virtual experience takes the consumers through an immersive cyberpunk-themed storyline which is accessible from their mobile device.
Size and fit has proven to be a major barrier for online shoppers — Sizing issues are responsible for 30% of all purchases returned to VF Corporation, while 50% of questions answered by Dickies’ customer service team are regarding size. Not only does this take up time and resources, but it also reduces the efficiency of the customer journey, making abandoned purchases more likely.
YourFit: Size recommendations at customers’ fingertips
The brand recognized that a solution was required to help customers find their size without engaging with customer service. Partnering with 3DLOOK, Dickies implemented YourFit to provide customers with a personalized fitting experience via its China storefront on Alibaba’s Tmall.
Customers are now voice-guided through a straightforward measuring process. From just two photos, 3DLOOK generates precise customer body measurements and matches it against product data to determine the best size option.
YourFit is the first and only solution for apparel shoppers that answers two primary questions that shoppers face when purchasing garments online — Will this fit me, and will this look good on me? The solution combines highly accurate, data-driven size recommendations with virtual try-on functionality that enables customers to model virtual garments on a 3D avatar created using their precise body measurements. Offering customers a far superior, personalized e-commerce experience.
3DLOOK YourFit clients enjoy a 4x increase in conversions, 20% or higher AOV, and a 40% decrease in returns! Get in touch to request a quote.
An enhanced customer journey
This tool has reduced reliance on customer service agents without damaging confidence or conversions. In fact, Dickies has enjoyed 211% more unique visitors and 94% more conversions than comparison seasonal products since implementing YourFit.
Dickies customers are happier too! Offering the convenient, mobile-friendly solution that today’s shoppers desire, 90% say they like 3DLOOK’s size recommendation tool. For 76%, it has simplified the customer journey, while 87% say greater personalization has improved their shopping experience.
The implementation has allowed Dickies to gauge customer interest and gather valuable insight, with further changes to its supply chain planned to improve efficiency, reduce costs and enable on-demand manufacturing.
“A few years ago, VF Corporation embarked on a journey to digitize its brands’ product creation and go-to-market processes. We chose to partner with 3DLOOK and launch this project on Dickies’ Tmall flagship store to target China’s digitally savvy Gen Z consumers and better understand their appetite for such functionality, so we can incorporate the learnings and scale our efforts across multiple brands and regions.”
