Fashion / Fashion News

Farfetch and Zeekit are bringing us the ‘Clueless’ digital wardrobe experience IRL

Farfetch Zeekit

The impossible struggle of selecting an outfit is never felt as deeply as on a Monday morning. After all, the ensemble you start your week in can entirely set the tone of the coming days. For years, we've dreamt of the moment we would wake up to a wardrobe reminiscent of Cher's digital closet in Clueless. Entire fits laid out in front of us; the ability to swipe through and customise the same way we wish we could on a dating app. Delivering the much-need answer to our sartorial prayers, online luxury shopping destination Farfetch has teamed up with start-up tech firm Zeekit to offer a personalised and immersive 'try before you buy' experience for its products.

Zeekit's Switch Model technology allows shoppers on the Farfetch site to virtually see how clothing items will fit in various sizes and against individual skin tones; providing the opportunity for customers to explore various options before committing.

In addition to the Switch Model integration, Zeekit and Farfetch are also trialing additional services for the platform's private clients using Zeekit’s Fitting Room technology. This will allow VIP clients to virtually select multiple items at once in order to create an outfit; similar to the IRL experience of going shopping. Further to this, a small group of private clients will have the opportunity to have their image digitised – allowing them to easily 'try on' outfits and pieces on themselves.

Speaking to the undeniable rise in personalisation in the fashion industry; Farfetch’s Senior Director of Product Innovation Carol Hilsum shared that the partnership allows the company to replicate a unique shopping experiences to its customers. Regardless of their geographical location. “We are very excited to also expand our pilot with Zeekit to trial some hyper-personalised shopping experiences for our private clients."

Farfetch is the first luxury, e-commerce platform to adopt the technology. A step in the right direction, this move shows promise for the use of AR/VR technology as our desire for more intimate and personalised purchasing experiences continues to grow.

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