High street retailers such as Crew Clothing and Joules have increased their turnover by expanding their online sales operations. A downside of online retailing is the sizeable percentage of garments that are returned. Virtual showrooms in the metaverse could reportedly significantly reduce return rates.
The obvious drawback of online shopping versus shopping in physical stores is that customers cannot try on clothes to see if they fit or suit them. Many items are returned, processed, returned to their heavy duty garment rails and eventually put on sale again. Processing returns is costly and creates the need for extra packaging.
A simple definition of the metaverse is a space that includes augmented reality, videos, games, and a social platform easily accessed by computers, phones, tablets, and virtual reality headsets. An example of how this works in fashion is a platform from fashion brand AforeAfter, which allows users to create avatars, virtual replicas of themselves which have the exact measurement ratios and skin complexion of their real body. The user directs the avatar to try on various garments to create an accurate impression of how clothes fit and look in real life. Garments chosen this way are less likely to be returned because they don’t fit or look good.
The founder of AforeAfter, Sandra Murphy, admits that nothing can replace the look and feel of real clothes in physical shops, but the metaverse can enhance the online retail experience for those who prefer to shop from the comfort of their own home.
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