Hugo Boss, Reactive Reality Partner To Launch Online Virtual Fitting Rooms

Hugo Boss has partnered with Reactive Reality, a virtual try-on platform, to launch 3D digital dressing room technology on its website.

Reactive Reality’s patented AR solution has been “seamlessly integrated” into the fashion retailer’s online store.

Users can now create personalized mannequins that match their exact body measurements and browse through thousands of products while trying on different combinations of their mannequins in the virtual dressing room.

The technology will also show the intricacies within an outfit, such as having a shirt tucked in or out, the level of transparency of clothing, and how an item looks layered on top of another.

According to both companies, this announcement marks a “significant step forward in the fashion industry, displaying how the future of retail will very much be underpinned by the new and innovative ways in which consumers can interact with online stores.”

“We are extremely excited to announce our collaboration with Hugo Boss,” Reactive Reality chief executive and co-founder Stefan Hauswiesner said.

“We know the global pandemic has considerably accelerated the fashion retail market. We want to help retailers keep up with the demands of consumers looking for new and exciting ways to shop online.

“Understandably, some consumers still may not feel confident enough, or able to, venture into physical stores yet, so our tech, which can be integrated into any web store or shopping app, offers the perfect solution for both parties.

“We are excited to see even more retailers implement our white-labeled solution in the future.”