Makip launches 3D avatar clothing sizing tool in UK and US

Makip has rolled out its 3D avatar fashion recommendation engine in the UK and US after launching in Japan.

The Unisize tool allows online shoppers to see clothes on a 3D avatar that matches their body shape.

The 3D engine is already live on sites such as Mimatsu Group, Sea Room Lynn, NY—online, and Tokyo Shirts.

A recent survey found that purchases went up from 1.3% with the 2D avatar to 1.5% using the new 3D version.

An existing client said: “I feel that the 3D silhouette makes it much easier to see how loose the garment is.

“Furthermore, if colours and patterns are reflected in the silhouette, it will be easier to see how full or thin the garment is, so I am looking forward to future updates.”

Research found that 27% of shoppers overordered on size and colour, with UK returns in 2024 expected to reach £27.3bn.

Sizing is a main reason for returns, with rates reaching 30% due to incorrect fit.

A study showed size differences across brands led 34% of shoppers to order multiple sizes.

The Unisize 3D avatar aims to tackle this issue by matching clothing size to body shape.

Shingo Tsukamoto, chief executive and president at Makip, said: “The average return rate for the UK fashion industry is 26%.

“One in every four items purchased online is returned, usually at the expense of the retailer, we feel that this cannot continue. In recent years, some retailers have taken a stand and started charging customers for returning items, however, we approach this from the view of customer experience.

“If we can provide customers with more accurate sizing options at the time of purchase, this leads to a reduction in returns.

“This has been proven across our Japan-based fashion clients with the average return rate dropping by 20%.”

The 3D engine collects information such as height, weight, age and body measurements.

It recommends a size based on those details.

Shoppers can view how clothes fit on their personalised avatar and switch sizes for comparison.

Data like arm length, shoulder width, bust and waist are used, with some options for custom measurements.

Additionally, shoppers can also add a favourite brand and size for better accuracy.

Unisize saves sizing information across different fashion sites, so shoppers do not have to re-enter details.

The tool lets people see how trousers or dresses fall with trainers, shoes or heels. Customers can view clothing from four angles.

Unisize first launched in the UK in April 2023 with a 2D model.

Over 300 Japanese retailers saw returns drop by 20% on average and purchase decisions rose by 2.5 times.

Tsukamoto added: “In recent years, platforms like TikTok and YouTube have normalised individually tailored content, influencing all generations.

“Similarly, personalisation in apparel e-commerce is expected to become an essential element of the online fashion industry.

“We will continue to expand our services with a focus on Personalisation.”

He said: “We already have the FaceChange feature within Unisize, which allows users to upload an image of their face onto the model used for the fashion item.

“Our personalisation database allows returning users to compare previously purchased items with new items to see how the fit matches or differs.”

Makip aims to help eCommerce sites cut returns and improve the shopping process.