DRESSX Study Positions AI Try-On as a Structural Fix for Fashion Ecommerce
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What happened: DRESSX published a study in June based on data from 1.2 million shoppers across 216 countries. Online fashion conversion rates remain at 1% to 2%, compared with 23% to 30% in physical stores, while return rates reach 40%. Static images fail to convey individual fit and the way fabric drapes. An analysis of AI try-on technology used by brands such as Victoria Beckham found a strong correlation between the tool and higher purchase completion and customer loyalty.
The lens: Supply chain fragmentation in retail. Reducing returns directly cuts reverse logistics costs, a line item that erodes margins in cross-border commerce. For the region’s online fashion and beauty sector, where shipping and return costs rise across customs borders, virtual try-on is not a cosmetic feature. It changes the profitability equation. In some categories, every percentage point reduction in returns is equivalent to an entire margin.
Source: https://www.marketingtechnews.net/news/ai-try-on-ecommerce-conversion-dressx-study/