iTry
Fewer returns caused by wrong fit and size
Context: E-commerce, fewer returns caused by wrong fit and size
Project type: Personal project
Project Collaboration: H&M
Duration: 10 weeks
Timeframe: Spring 2022
Finding the right size and fit is one of the biggest frustrations when shopping for clothes online. The iTry system solves this with a smart mirror and mobile app, creating a virtual fitting room experience. The mirror scans body measurements and stores them in the app, helping users make better-informed purchases. This reduces returns, guesswork, and dissatisfaction.
Developed in collaboration with H&M, iTry enhances the online shopping experience while promoting sustainability by lowering the environmental and logistical impact of high return rates.
Background
Online shopping makes buying clothes easier than ever, but returns—especially due to sizing issues—are a major problem. In Sweden alone, over 3.3 million items are sent back every year, with clothing making up more than 20%. This leads to wasted resources, higher carbon emissions, and extra costs for retailers.
That’s why brands like H&M and Zalando are turning to technology for solutions. iTry helps shoppers find the right size by using a smart mirror that scans the body, creates a 3D fit preview, and saves measurements in an app for future purchases. With better sizing accuracy, fewer returns, and a more sustainable fashion industry, iTry is changing the way we shop online.
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The main target group for iTry is online shoppers, especially those who struggle with finding the right size and fit when buying clothes online. While online shopping offers convenience, many customers face frustration due to inconsistent sizing across brands. This often leads to ordering multiple sizes, returning what doesn’t fit, and dealing with the hassle of refunds and exchanges.
Returns aren’t just inconvenient—they also contribute to waste and higher carbon emissions from shipping. Many shoppers feel guilty about the environmental impact but still find it difficult to make accurate sizing decisions with unreliable size charts and reviews. As a result, they’re looking for a smarter, more reliable way to shop for clothes without the guesswork.
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The goal of iTry is to minimize returns in online fashion shopping by helping customers find the right size and fit instantly. With more people shopping for clothes online, inconsistent sizing has become a major issue, leading to frequent returns, wasted resources, and increased carbon emissions.
24%
Average return rate
*http://coresight.com/research/the-true-cost-of-apparel-returns-alarming-return-rates-require-loss-minimization-solutions/
75%
Of returns are clothing and accessories
*https://www.the-future-of-commerce.com/2023/04/19/online-apparel-return-rate/
70%
Of returns are caused by poor fit
*https://www.mckinsey.com/industries/retail/our-insights/returning-to-order-improving-returns-management-for-apparel-companies
Interviews
‘‘We throw away new clothes because returning them is too expensive’’
- Petra, working at H&M
‘‘I rarely know my size, therefore I usually order different sizes to try on at home’’
- Julia, female 23
How might we minimize returns caused by wrong fit and size?
Ideation
Prototyping the smart mirror and app interface led to design refinements, ensuring a smooth, user-friendly experience through tested wireframes and interactive prototypes.
User flow
Concept
iTry
The iTry system uses a smart mirror, 3D scanning, and a mobile app to create a virtual fitting room, helping shoppers find the right fit and reduce returns. By enhancing accuracy and satisfaction, it also supports sustainability by minimizing waste and environmental impact.
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Smart Mirrors in Stores:
iTry stores are equipped with smart mirrors that use cameras and sensors to scan customers' bodies and create accurate measurements.
The mirrors display virtual clothing directly on the customer's scanned 3D avatar, showing how garments will fit and look in real time.
Mobile App Integration:
Customers can save their scans to the iTry app, which allows them to virtually try on clothes from participating brands at home.
The app also provides access to measurements, clothing catalogs, and purchase options.
Sustainability Efforts:
iTry stores include sections for selling flawless return items at discounted prices, reducing waste.
By reducing returns, iTry also decreases packaging waste and the environmental footprint of transportation.
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In the Store:
Customers enter an iTry fitting room with a smart mirror.
The mirror scans the customer's body and allows them to try on virtual outfits.
Measurements can be saved to the app for future online shopping.
At Home:
The app enables customers to use their saved avatar to virtually try on clothes from participating brands.
It ensures they can see how garments will fit and reduces the likelihood of returns.
For Businesses:
Fashion brands subscribe to iTry’s service to offer their clothing lines through its ecosystem.
The solution helps brands minimize costs associated with returns and enhances customer satisfaction.
Fitting room with smart mirror
App
Login and connected stores
Avatar to try on clothes
Profile and overview of purchases
Benefits
iTRY reduces returns, waste, and carbon emissions with virtual fitting technology, ensuring a better fit and shopping experience. Businesses save on logistics and inventory losses, making e-commerce more efficient and sustainable.
Reduced Returns
iTRY minimizes size and fit-related returns, cutting down on waste, packaging, and carbon emissions from unnecessary shipments.
Improved Shopping Experience
With virtual fitting technology, customers can find the perfect fit before purchasing, increasing satisfaction and reducing frustration.
Cost Savings for Businesses
By decreasing returns, companies save on logistics, restocking, and discarded inventory, making e-commerce more efficient and profitable.