Breuninger Elevates Online Shopping Experience with "Be Your Own Model" Technology

In an era where online shopping largely lacks the tactile experience of brick-and-mortar stores, Breuninger's latest virtual try-on (VTO) technology represents a potential reset for how consumers interact with fashion online. The German fashion and lifestyle retailer has teamed up with Google Cloud to create a solution that allows users to effectively "try on" clothing using their own selfies, directly addressing a recurrent challenge in e-commerce: helping shoppers visualize how clothes will look on them.

The Backbone of Breuninger’s VTO Initiative

Breuninger's implementation of VTO began with its participation in Google Cloud's Trusted Tester Program for the VTO API. This partnership led to an iterative process involving Breuninger’s data team in Germany working closely with Google’s engineers based in California. The collaboration unfolded in three critical stages, each addressing a specific area in the development of the VTO tool:

• Catalog Enrichment: Initially, the team utilized the VTO API to showcase clothing on professional models. This strategy not only saved on the logistical complexities of scheduling photoshoots but also allowed for a broader range of items to be tested quickly.
• Body Type Selection: Next, the focus shifted to personal relevance. Breuninger added an option for users to select body types, providing a more relatable visualization of how different garments would fit various silhouettes.
• 'Be Your Own Model': The pivotal moment came when user feedback underscored a preference for seeing themselves in the clothing. Thus, the team pivoted towards enabling users to upload selfies, drastically elevating the personalized nature of the experience.

This kind of agile development process highlights the intricate levels of user feedback incorporation, with insights relayed in real time to drive technological improvements.

Three Tiers of Personalization

Breuninger’s rollout of the VTO experience delineates three distinct levels of virtual try-on based on personalization:

These levels reflect a clear escalation in user engagement: starting from merely visualizing clothing on models to experiencing a fully personalized virtual fitting room.

Implementing VTO at Scale

The practicalities of scaling such a personalized experience are substantial. To address the variability in selfie quality—given differences in lighting and user photography skills—Breuninger’s team developed preprocessing tools to ensure that images remain consistent with brand standards.

Additionally, the introduction of VTO coincided with Breuninger’s transition to a Flutter-based app platform. This modernization allowed one of the first modules—a self-sufficient VTO component—to progress from concept to launch in an impressive three-month timeline.

Impact During the Holiday Shopping Season

During a six-week A/B testing window over Black Week and the holiday season, results were promising. Users who engaged with the VTO technology converted at higher rates and generated a more favorable contribution margin compared to those who bypassed it. Notably, customer surveys indicated a positive reception of the image quality and the tailored experience. More importantly, VTO was shown to foster style confidence among users, a crucial aspect of reducing return rates—historically a major concern in online retail.

The Path Ahead for Virtual Try-On

With the pilot’s success, Breuninger is planning a broader rollout that includes international expansions and enhancements, such as physical fit and sizing support. Continuing to refine the user experience based on real-world shopping behavior aligns with the initial user-centered approach that guided the project.

As other retailers look to elevate their online shopping experiences, Breuninger's case illustrates the pressing need for personalized technology to bridge the gap between the physical and digital realms. For industry professionals keen on developing similar VTO functionalities, exploring generative AI solutions, like those offered through Google Cloud, may be a worthwhile endeavor.

Moving beyond simple catalog representations to immersive, personalized experiences could redefine the shopping journey. If you're grappling with similar challenges in your retail approach, the evolution of Breuninger's VTO technology offers both a blueprint and a clarion call to invest in the future of digital shopping.