Online fashion shoppers often wonder, "How will this look on me?" Breuninger, a German fashion and lifestyle company, has addressed this challenge by collaborating with Google Cloud to develop a virtual try-on experience. This innovative feature enables customers to visualize high-end fashion on their own bodies using just a selfie.
From Concept to Reality
The initiative began when Breuninger was invited to join Google Cloud's Trusted Tester Program for the Virtual Try-On (VTO) API. The data team at Breuninger worked closely with engineers from Google in California, refining the technology through a three-stage process:
- Catalog Enrichment: The team utilized the VTO API to dress professional models in various outfits, allowing for a broader range of user tests without the need for new photoshoots.
- Body Type Selection: A feature was introduced enabling users to select different body types, helping them visualize how clothing would fit their own silhouette.
- 'Be Your Own Model' Breakthrough: Feedback indicated that customers preferred to see themselves in the clothing rather than just models, leading to a user-first, selfie-based approach.
Three Levels of Virtual Try-On
The project identified three levels of virtual try-on adoption, based on the degree of personalization:
| Approach | Interaction | Use Case |
|---|---|---|
| Level 1: Catalog Enrichment | Offline batch processing | Dress standard models in new collections at scale, updating product pages without manual shoots. |
| Level 2: Body Type Selection | Online on-request | Offer predefined models for users to choose from, similar to features on Google Shopping. |
| Level 3: 'Be Your Own Model' | Online personalized | The most personal experience, where users upload a selfie to see themselves in specific items or outfits. |
Building for Scalability
To ensure a seamless user experience, Breuninger developed preprocessing tools to standardize the quality of selfies, accommodating various lighting conditions. This project also marked a significant shift towards a Flutter-based platform, with the VTO feature being the first module created by a self-sufficient product team, enabling a swift launch within three months.
Positive Impact During the Holiday Season
In a six-week A/B test conducted during Black Week and the holiday season, the virtual try-on feature led to higher conversion rates and stronger contribution margins compared to traditional shopping methods. Customer feedback highlighted satisfaction with the high image quality and the personalized shopping experience, with many noting an increase in style confidence.
Future Developments
The success of the pilot program has paved the way for broader rollout and international expansion, including plans for physical fit and sizing support. Breuninger continues to enhance the virtual try-on experience based on real customer usage, maintaining a user-first focus.
