How Will It Look on Me?
Web Commerce Today, Issue 20, March 15, 1999
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We're seeing more of fairly expensive technologies designed to show the shopper what clothing will look like on her.
Lands' End is using Your Personal ModelTM (http://wwwservices.landsend.com/mvm/), currently available for women only. You can sign in with your own personal account or remain anonymous, if you like. First, you supply information to build your model, selecting several choices from a series of drop-down menus:
- Hair color -- dark, blond, red, gray
- Height -- 5'3" or under, 5'3" to 5'7", or 5'8" and taller
- Shoulders -- narrow, regular, broad
- Hips -- narrow, regular, wide
- Waist -- narrow, regular, generous
- Waist placement -- low, even, high
- Model's name -- I named mine after my wife
Now Lands' End explains "Your Style," that describes the shape your model has and what kinds of clothes will flatter her. Next, Lands' End lays out eight outfits that will be particularly flattering on your model. You select those you want to try on, and go to the "Dressing Room." There you can try various color selections on your model until you're happy with the selection. Then place the selections in your shopping basket.
At this point Lands' End gives you the option of selecting a size yourself, or giving them detailed measurements, and they'll recommend a size for this garment. The whole process gives the shopper a number of choices, and increases the confidence level that the garment will fit and look good when it arrives at the door.
My Virtual Model
My Virtual ModelTM is the technology that underlies this, developed by Public Technologies Multimedia, Inc. (http://www.ptm.ca/ptm98/mvm/) of Montreal, Quebec, Canada. Phone (514) 523-9966 x423 or e-mail myvirtualmodel@ptm.ca The company was founded in 1990 by Dr. Louise Guay, and uses true 3D modeling techniques to give a high quality look.
How much does all this cost? As the Lands' End site explains, "Each Virtual Model experience is individually tailored to meet the needs of the retailer." In other words, lots. According to Martin Lessard, Director of Business Development, cost factors include a technology license ("in the six figures"), the number of garments or collections to digitize, and a commission on sales. "We see My Virtual Model as the best salesperson who exists," says Lessard, "and the best salesperson should get a commission." He says that the commission structure was suggested by clients, and would compare to the commission for a salesperson. Such a structure allows a lower license fee and risk sharing with the merchant. PTM expects to launch a project with JCPenney shortly, and also has contracts with The Learning Company and Fingerhut.
Additional Resource: Connie Guglielmo, "PTM Puts New Face on 3D Agents," Inter@ctive Week, January 11, 1999.
Your Personal Model is a trademark of Lands' End, Inc. My Virtual Model is a trademark of Public Technologies Multimedia, Inc.