3DLook, a leader in AI mobile body measuring and fit solutions, announced that it has partnered with Dickies, owned by VF Corporation, to offer Dickies customers a personalized fitting experience on Alibaba Group’s Tmall Global platform in China. The pilot program, the first of its kind for any of VF Corporation’s brands, will leverage 3DLook’s technology to provide highly-accurate size and fit recommendations.
“We’re honored to be working with the forward-thinking team at VF Corporation to develop a solution that will enable a highly-personalized and seamless Dickies shopping experience for a new generation of online customers,” said Whitney Cathcart, chief strategy officer and co-founder of 3DLook. “We’re excited to execute this pilot program and look forward to extending it in the future, as it has the potential to completely transform the customer fit experience and become the foundation of a more efficient and sustainable manufacturing business model.”
Shoppers on the Dickies Tmall store simply choose a style and click on a measurement widget to be voice-guided through a quick process that uses just a front and a side photo. The solution then maps the shopper’s body and shape data with product data to determine what size would fit them best.
“A few years ago, VF Corporation embarked on a journey to digitize its brands’ product creation and go-to-market processes,” said Adela Tan, vice president and managing director, Dickies (VF Asia Pacific). “The pandemic only accelerated our need to use digital technologies to become more agile and responsive to consumers’ demands, and fit recommendation was one of the top opportunities we identified. We chose to partner with 3DLook and launch this project on Dickies’ Tmall flagship store to target China’s digitally-savvy Gen Z consumers and better understand their appetite for such functionality, so we can incorporate the learnings and scale our efforts across multiple brands and regions.”
