Fashion

CEO interview: Zyler, virtual clothing try-on


When it comes to sustainability and caring about the environment,
fashion has been a bit behind the curve compared with other other
industries such as tech. This tumultuous year has led major fashion brands
to re-evaluate how they will move forward in sustainability and
digitization. Fashion tech ventures such as Zyler are here to help
retailers do just that with virtual clothing try-on solutions. According to
Alexander Berend, the CEO of Zyler (Anthropics), “The central change that
will happen in fashion will be this move from the impersonal to the
personal.”

This month, FashionUnited interviewed Berend via video chat to learn
more about how Zyler’s virtual clothing try-on solution will not only
enhance a shopper’s virtual experience, but also impact current issues such
as waste reduction and body inclusivity. Helping improve people’s lives
through tech is at the heart of Zyler and Berend hopes by using their
technology, the time shoppers’ spend online will be more fun, inspiring,
and may even transport them to a world where they dare to see themselves in
a totally different way.

Tell us a bit about Anthropics Technology and how it led to launching
Zyler?

Anthropics started in 1998, so for around twenty years we’ve been
working on different areas of visual appearance, animation software, and
created a suite of tools for photographers which has really helped us
develop a wide range of tech in changing how people look. Over the years,
some of our clients have been L’Oreal, St Tropez, and Pantene so we’ve
already been coming up with virtual solutions for retailers in the
cosmetics and hair sector. Together, with the work that we’ve done on
bodies with our photography enhancing software, it naturally led us to
fashion.

CEO interview: Zyler, virtual clothing try-on

What was the inspiration behind Zyler and what is your mission with
this venture?

About two years ago we realized that we’ve learned so much about how
people look, how bodies work and how you can adapt them using AI software.
So we effectively came up with a system to realistically and beautifully
show people how they would look in clothes online.

We had that moment where we realized the fashion industry is a market
crying out for good technology and that it desperately needs this type of
virtual try-on solution. Especially during this unprecedented year, when
we’re all spending more time indoors, it’s incredibly gratifying to be able
to help people bring the outside world virtually into their homes.

READ  Why Felicity Huffman's Enviable Marriage to William H. Macy Makes the College Admissions Scandal Even More Disappointing

Can you tell us how Zyler will simplify the virtual clothing try-on
experience for retailers and consumers?

For the retailer, we actively try to minimize the difficulty for them to
work with us. All that we really need from a retailer is an image of a
model wearing the clothes. I think with other companies you might need the
physical product, a ton of data or giant body scanners. We don’t need any
of that, we work with what people already have. From the consumers point of
view, we’re looking just for a headshot and basic measurements, that’s
it.

We see Zyler opening up a much more personal experience between a
customer and retailer or brand.

Alexander Berend, founder and CEO of Zyler (Anthropics Technology)

What about retailers engaging with shoppers and the customer
experience, how will Zyler’s technology propel that?

There’s so many possibilities here: suppose a brand is launching a new
collection, with our technology the retailer can announce it to their
customers by letting them see it on themselves immediately. Right from the
discovery point of the fashion cycle to the more direct engagement and
shareability as well. One of the lessons we’ve learned from the last few
years is that personal recommendations is everything. Having your friend
show you an outfit and getting excited about it is so much more powerful.
Similar to a friend recommending a movie to you. We see Zyler opening up a
much more personal experience between a customer and retailer or brand.

Also, fashion could do a lot more in terms of inclusivity as well by
which I mean that there’s a whole load of stigmas around what people can
wear. That’s where this kind of technology that allows anyone to try
anything, anywhere, in an easy and non judgemental way is essential to
making fashion a better industry.

READ  This is why everyone loves St Moriz tan so much

What about the realm of influencer marketing, will this also be an
important sector as well?

Yes, definitely, we see a lot of potential working with people who set
the tone in the industry. For example, if you see an outfit that you like
on an influencer and you want to try it on. Now you can with Zyler! And you
can be part of the conversation and keep it going by sharing it with your
friends. So, in a way, instead of just one content creator disseminating
their ‘look’ all around, everyone becomes a content creator. To an extent,
it democratizes fashion and will take engagement to the next level.

CEO interview: Zyler, virtual clothing try-on

With improved and real time customer engagement through Zyler’s virtual
try-on, how does this aspect increase purchase conversions?

Right now, when shoppers buy something online, it’s a little bit like
gambling. You are hoping something will come through the door that will
suit you. Because the customer already knows that, he or she is more
hesitant to make that purchase. From the data we’ve already gathered, our
belief is that having seen yourself in that outfit and getting excited
about it at home, you’re that much more likely to commit to the
purchase.

It’s also about reducing returns, which is a central problem that is
wasteful, detrimental to the environment, but also very painful from a cost
perspective for retailers. To an extent, if a customer has a better idea
the outfit will suit them when they’re purchasing, they’re much less likely
to return the item.

What other assets do you see retailers gaining from implementing your
platform into their business?

Our technology will also allow retailers to see how shoppers react to
trying on certain items such as if they took the time to try on specific
clothing, and how they responded. This data allows another level to finding
out what customers appreciate from the retailer’s offerings. It’s another
angle to have a different type of conversation with their customers. This
means better recommendations, and more interesting ideas for the
customer.

What about the issue of privacy and security with the data collected?

We take this issue incredibly seriously and operate within Europe’s
strict GDPR regulations. Additionally, we’ve also come up with our own set
of security techniques that we’ve developed with the photography software.
Most importantly, our business model does not depend on sharing or selling
data. The idea is that once users sign up with us, we keep the records
securely so that means the next time you use Zyler, even on a different
retailer’s site, the details are all ready for you.

READ  Love Island Star Mike Thalassitis Dead at 26

What do you envision for the future of Zyler and further technological
advancements in the world of online shopping?

Currently, we’re building an app which will target end users. Not just
plugging into retailers sites but also an app which will have outfits from
different brands. It will be a hub for shoppers to try things, experiment
with new looks, discover new styles and share that with their personal
virtual community.

There is so much technology happening in both the visualization side,
but also in the manufacturing processes as well. Imagine a future, where
individuals may be able to tailor the clothing to themselves in a more
unique way. If somebody has a particular style, they don’t just have to
hope that a brand will come up with it. It may even be possible to
visualize those tweaks in real time. Instead of the industry making a bunch
of things and then learning what consumers like, people may be able to
influence the products being manufactured immediately; ultimately, helping
individuals go back to individual clothing.

Historically, the era of mass produced clothes is actually quite recent.
Going forward we might find ourselves ‘heading back’ but towards meaningful
items. What Zyler is trying to do now is the first step in that process: By
letting people try on many more things much more quickly, you’re much more
quickly to find something that suits you.

Photos: courtesy of Zyler, Anthropics Technology



READ SOURCE

Leave a Reply