Zalando has announced it is piloting a virtual fitting room for jeans across all 25 of its markets.

The technology lets customers use a 3D avatar to try on around 22 pairs of jeans by entering their height, weight and gender.

Zalando said that it was creating the fitting room specifically for jeans as they are “one of the most challenging items” in terms of finding the right fit due to a lack of sizing standards.

A heatmap shows customers where jeans would be too tight or too loose and allows them to see how different sizes from different brands would fit on their bodies.

Around 30,000 customers have trialled the technology during previous pilot schemes Zalando ran with Puma and the company’s private label Anna Field.

Zalando’s Size and Fit team is also working in parallel on a body measurement feature which will allow customers to receive personalised advice based on their measurements. This will be rolled out in the upcoming months.

Zalando claims it is the only European fashion e-commerce platform to have an in-house team dedicated to size and fit. For those items where the team provides size advice, size-related returns have decreased by 10 per cent compared to similar items where size advice is not provided, said the company.

Commenting on the news Stacia Carr, vice president of size and fit at Zalando, said: “Our goal with these pilot campaigns is to learn and understand how customers engage with this new technology so we can develop a seamless scalable solution for the future. We can already see that customer engagement with these campaigns increases and, in fact, around half of the customers try more than one size on the avatar.”

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