Pytch Insight 6: Barbara Snoeker van 2style4you – trends in de online kledingmarkt
In Pytch Insight 6 hieronder Barbara Snoeker van 2style4you over de trends in de online kledingmarkt zoals augmented reality, virtuele paskamers, advies en personalisatie.
In tegenstelling tot winkelen in de fysieke wereld neemt het online shoppen van kleding veel minder beleving met zich mee. Beleving, voelen, vasthouden en passen is er niet bij en juist bij de aanschaf van kleding is dit een groot gemis. Het gaat immers hierbij niet om de objectieve productinformatie maar om wat het artikel kan betekenen voor je: er goed uitzien en je lekker voelen in wat je draagt.
Voor etailers is het zaak dit gemis te erkennen en ondersteuning te bieden bij de zoektocht naar het perfecte kledingstuk. Dit in een competitieve markt met een enorm aanbod waarin merken voorwaarts integreren en etailers zoeken naar nieuwe USP’s. Online zien we steeds meer initiatieven verschijnen…
Online shoppen is voor vele vrouwen nog eng omdat er geen mogelijkheid tot passen bestaat. Zugara.com heeft een prachtig augmented reality initiatief ontwikkeld en legt de lat hiermee voor anderen direct erg hoog. Het werkt heel simpel. Je staat voor een webcam, kiest een kledingstuk en op het scherm verschijnt automatisch het artikel op je lichaam. Het is alsof je in de spiegel kijkt! Vervolgens kun je een foto maken en deze naar je netwerk sturen die vervolgens kunnen adviseren om wel of niet tot aanschaf over te gaan. Het is een ware belevenis en een fantastische manier om de klant te helpen bij het maken van een persoonlijke keuze.
Virtuele paskamer: staat het goed?
Waar je bij augmented reality het kledingstuk “live” op je eigen lichaam projecteert, worden bij de virtuele paskamers eerst een visualisatie van je silhouet gemaakt. In de toekomst neemt de bodyscanner deze taak op zich. De software berekent alle maten en deze worden omgezet naar een virtueel model dat je binnen de webwinkel kan gebruiken om kleding te passen en vergelijken. Deze scanners zijn nu nog zeldzaam en moet je nog even volstaan met het kiezen van een virtueel model dat het beste jouw silhouet evenaart. Mooie voorbeelden hiervan zijn: My virtual model en Stylezone.
Virtuele paskamer, past het goed?
Bij de aankoop van kleding gaat het er natuurlijk niet alleen om hoe het staat maar ook de pasvorm is een belangrijk punt. Fits.me heeft hier iets slims op bedacht. Je geeft enkele lichaamsmaten en Fits.me maakt een inschatting van de pasvorm van het kledingstuk op jouw lichaam. Zijn de mouwen niet te lang? Zit het shirt niet te strak? Fits.me geeft antwoord op deze vragen en neemt zo al deze twijfels weg.
De echte offline winkelervaring wordt op internet steeds meer geëvenaard, met name de visuele zoektocht naar kleding. Bij ifashion winkel je in een echte 3D omgeving waarbij het productaanbod op een interactieve wijze wordt gepresenteerd. Ook bij Like.com hebben ze ingezien dat kleding niet wordt gezocht op basis van objectieve producteigenschappen maar dat het visuele aspect belangrijk is. Zie je een kledingstuk dat je aanspreekt? Klik op een detail van het product en je kunt direct vergelijkbare alternatieven zoeken. Door deze intuïtieve winkelervaring wordt online winkelen steeds aantrekkelijker gemaakt!
Video is absoluut in opkomst. Consumenten willen geen statische pagina’s maar zien wat het product kan betekenen voor ze. Ralph Lauren begrijpt dat goed en is met de digitale modeshow gestart. Alles wat op de catwalk wordt geshowd, kan met een simpele klik direct worden aangeschaft.
Dat een product beter tot zijn recht komt met bewegend beeld, bewijst ook Knickerpicker. Het enige dat je als bezoekster hoeft te doen, is het model selecteren dat qua lichaamsbouw het meeste overeenkomt met jezelf en te klikken op een lingeriesetje naar keuze. Het model loopt in het setje naar je toe en draait zich om zodat je ook de achterzijde goed inspecteren kan. Het geeft je een levendig beeld van hoe de producten je in het echt zullen staan.
Is ondanks al deze mogelijkheden de zoektocht naar het perfecte kledingstuk nog niet gelukt? Dan is het zelf ontwerpen van kleding misschien iets voor jou! Styleshake biedt een makkelijke online ontwerp tool waarmee je jouw perfecte rokje of jurk kunt creëren. Je kunt helemaal los gaan en ziet direct het resultaat! Ter inspiratie worden ook de creaties van andere klanten getoond. Liever je eigen jeans? Ga dan naar Indidenim!
De bovengenoemde vormen zijn met name en eenvoudig gezegd de vervanger van de spiegel maar zeggen niet of het de consument goed staat en helpen de consument niet bij de selectie van geschikte kledingstukken die aansluiten op haar figuur.
Voor de moderne etailer is het zaak informatie over de bezoekster van de shop te verzamelen. Zo kan de etailer haar herkennen, gericht informeren, adviseren en aanbiedingen doen.
Een relevante selectie maken van interessante producten, is voor kleding een hele klus. Het vinden van het perfecte kledingstuk waarin je figuur goed uitkomt is nog nooit zo eenvoudig geweest als met 2style4you. Het actuele productaanbod wordt volledig objectief gepersonaliseerd na het invoeren van de maten en lichaamskenmerken d.m.v. een bewezen adviestechnologie. Dit gebeurt niet door een verkoper die zegt dat alles je leuk staat maar door een eerlijk en betrouwbaar adviessysteem. De klant voelt zich een bekende en ervaart de service als zeer positief.
Baraba Snoeker begon samen met haar zus Nicole 2style4you. 2style4you biedt een softwaresysteem waarmee vrouwen kledingadvies krijgen en is sinds maart 2009 live. De formule in deze software kent 10 miljoen bodytypes. Op basis van haar ingegeven lichaamsmaten en lichaamskenmerken krijgt ze vervolgens alleen nog maar de kleding te zien die goed bij haar past. Daarnaast wordt ook toegelicht waarom dit kledingstuk zo geschikt is. Bij 2style4you bieden ruim 40 retailers uit binnen- en buitenland hun kleding aan waaronder Mango, Orangebag, Esprit en Mexx. Voor zover bekend is 2style4you wereldwijd uniek met deze dienst!
MimicMe uit Nederland is een veel mooier voorbeeld van een virtuele paskamer dan My virtual model. Stylezone werkt overigens helemaal niet. Een andere leuke site om kleding te combineren is Polyvore.
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