Balmain Partners with BODS for Personalized Virtual Shopping Experience
French luxury fashion house Balmain is teaming up with virtual fit solution provider BODS to revolutionize online shopping. This collaboration integrates cutting-edge technology to create personalized 3D avatars, offering customers a unique and engaging experience while addressing the challenge of sizing uncertainty and online fashion returns.
Personalized 3D Avatars for Interactive Shopping
Balmain’s e-commerce site now allows visitors to create their 3D avatars, adorned in digital replicas of the brand's iconic clothing, from ready-to-wear designs to luxury leather handbags. The detailed avatars aim to capture Balmain's distinctive style, providing an immersive and authentic shopping experience.
AI and Gaming Tech for Precise Sizing
Beyond entertainment, BODS' fitmap software utilizes artificial intelligence (AI) and Unreal Engine, a gaming technology, to assist customers in finding their perfect size. The goal is to enhance customer confidence in online purchases and reduce return rates. A successful beta trial with Khaite in 2021 demonstrated a significant increase in session duration and cart size, indicating positive customer reception to the technology.
Addressing Returns and Enhancing Sustainability
Online fashion retailers often struggle with high return rates, primarily due to sizing issues. BODS aims to combat this by providing a more accurate sizing solution. Balmain sees this collaboration as a step towards sustainability, aligning with the brand's commitment to reducing its carbon footprint. By minimizing returns, the partnership contributes to lower waste generated during the shipping and transportation of returned items.
Expanding Virtual Fit Solution
Balmain and BODS have plans to expand the virtual fit solution to include more of Balmain's offerings, covering signature items and seasonal designs from both runway and commercial collections. This commitment underscores Balmain's dedication to staying at the forefront of technological advancements in the fashion industry.
Balmain's Tech-Focused Innovation Journey
This collaboration is not the first time Balmain has embraced technology. The fashion house has a history of incorporating digital elements, from introducing CGI-created "Balmain Army" avatars in 2018 to launching a virtual showroom during the pandemic. More recently, Balmain ventured into the world of nonfungible tokens (NFTs), showcasing its willingness to adapt to the evolving landscape of the fashion industry.
Balmain's partnership with BODS marks a significant stride in the intersection of fashion and technology. By utilizing AI and gaming tech to address sizing challenges, Balmain aims to elevate the customer experience, reduce returns, and contribute to its sustainability goals. This collaboration exemplifies the brand's commitment to innovation and staying ahead in the ever-changing fashion industry.