Hello again, #WELOVERS,
Inspired by an articule from Harperz Bazaar, we would like to continue with our chat on innovation, and this time, we’re focusing on a tool that promises to completely change how we shop for clothes online: the Google virtual try-on, Try it on. This tool uses artificial inteligence to simulate how clothes look on different body types, a breakthrough that challenges the way we’ve traditionally interacted with fashion. Let’s delve into the data and context behind this technology, answering the questions we’ve raised to understand its true impact.
Estimated total reading time: 10 minutes.
Text @Bernardo_Lindner
Theme @ann_caltenco
The Hidden Side of Physical Fitting Rooms: Time and Cost
The time a customer spends trying on clothes in a physical store is a critical factor in retail, far more than one might think. According to studies from institutions like the Universidad de Ciencias Aplicadas de Helsinki, in Western countries, an average customer can spend between 10 and 15 minutes in the fitting room during a store visit. This figure, though it seems short, breaks down into crucial minutes that span from waiting for a fitting room to become available to the moment they Try it on the garments and make decisions. This process is often interrupted by the need to find different sizes, styles, or colors, prolonging the experience. An analysis by the Harvard Business School estimates that, in addition to the customer’s time investment, the store incurs a significant operational cost. The time of a store employee to attend to customers in the fitting room area and manage inventory (picking up unsold clothes and putting them back in the right place) has an average cost that can vary widely, but it is estimated that each minute spent in a fitting room can cost the store several dollars in direct and indirect labor. It is calculated that the process of trying on and discarding garments in a fitting room costs a store around 3% of its annual sales due to logistical inefficiencies and the potential risk of damage or loss of merchandise.
Estimated reading time: 2 minutes.
The Story Behind the Google Try it on Idea
The idea to create a tool like Try it on did not come out of nowhere, but from the urgent need to solve a problem that affects the retail industry and consumers alike: clothing returns. In e-commerce, the return rates for clothing are notoriously high, with some estimates exceeding 20% on average and, in some cases, reaching up to 50%. This phenomenon represents an enormous logistical, economic, and environmental cost for businesses. In official publications of Google Blog has explained that its vision was simple: to drastically reduce that return rate. Through its Google Shopping initiative, they realized that the main reason consumers return clothes is because the garment doesn’t fit as they expected. Users needed a way to accurately visualize how a garment would look on a body similar to their own, without having to guess or rely solely on a model’s photo. Artificial intelligence and computer vision presented themselves as the ideal solution to simulate how fabric drapes, stretches, and conforms to body shape, creating a virtual experience that is as faithful to reality as possible.
Estimated reading time: 2 minutes.
Launch and Global Expansion of the Tool
The Try it on tool for Google Shopping was officially launched in June 2023, although its development and testing phase spanned several years. At its launch, Google announced that the tool would be initially available in the United States. This phased approach is common for technologies of this magnitude, allowing the company to gather data, optimize performance, and ensure compatibility before a massive rollout. As of this writing, Google has maintained that expansion to other global markets is a priority, but it has not announced a specific calendar or date for the launch in Spanish-speaking countries, Europe, or Asia. Google product updates are typically gradual and often depend on factors such as local e-commerce infrastructure, agreements with retailers, and regulations in each country. The expectation for its arrival is high, as a tool that drastically reduces returns and improves buyer confidence has the potential to revolutionize the global fashion trade. For now, users outside the U.S. must stay tuned for official Google announcements to learn the dates of its availability in their regions.
Estimated reading time: 2 minutes.
How This Virtual Fitting Room Works?
The technology behind Try it on is a fascinating example of how artificial intelligence has advanced in the field of computer vision. Unlike simple “try-on” tools that superimpose an image, the Google solution uses what is known as generative diffusion models and neural networks. The process begins with a detailed analysis of the garment. Google’s algorithms create a high-resolution 3D digital model of the garment, capturing not only its shape but also the subtle textures, opacity, folds, and the way light interacts with the fabric. Then, this garment model is projected onto a set of AI-generated human models, which represent a wide variety of skin tones, sizes (from XXS to 4XL), shapes, and ethnicities. The AI is not limited to “pasting” the image of the clothing onto the body; it simulates the physics of the fabric. This means the garment adapts realistically to the body’s curves, wrinkles form naturally, and shadows are cast coherently, creating a surprisingly photorealistic image. Users can see the same garment on dozens of different virtual models to find the one that most closely resembles their own body and get an accurate idea of how it will fit. This ability to simulate physical reality with such precision is what distinguishes Try it on and makes it such a powerful tool for the future of fashion shopping.
Estimated reading time: 3 minutes.
