Lamoda launches shoe fitting feature in augmented reality

On August 16, 2019 it became known of start of virtual fitting of footwear in mobile application of Lamoda. The function working with use of augmented reality is developed and implemented by the Belarusian startup of Wannaby.

At the time of the announcement of service it is possible to try on about 100 models of men's and  women's sneakers.  For this purpose it is necessary to point the smartphone camera at  legs and  to select the pleasant pair of shoes.

So far the technology is available only in the application to iOS. In Android it will appear at the end of September, 2019.

Lamoda started function of fitting of footwear in augmented reality

According to the managing director for  digital marketing and  the product Lamoda Group  Yulia Nikitina, the company is going to increase due to virtual fitting conversion in  category of sneakers to  8–9% and  will reduce failures after fitting before their  purchase by  10–15% which share can reach 60%.

However interlocutors of Kommersant consider that virtual fitting  will not reduce number of failures before purchase as  generally footwear return an izz of incorrectly picked up size or an inconvenient block, and  the function which appeared in  the Lamoda application  does not solve these problems.

Other Russian online retailer — Wildberries — to the middle of August, 2019 tests 3D technologies - modeling of foot for selection of footwear. The company is going to add this function to the mobile applications on iOS and Android in September, 2019. The company hopes that the technology will allow to reduce return of footwear to 20%.

The CEO of Wannaby Sergey Arkhangelsky  says that AR fitting of footwear helps brands not only to increase the involvement of users into their online and mobile platforms, but also to convert buyers of footwear from physical shops in online.

He highly appreciated a market segment in terms of its potential. According to Arkhanegelsky's forecasts, the size of the market of online sales of sneakers will reach $15 billion in 2019.^[1]

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