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Virtual Fitting Rooms: The Pros and Cons for Customer Experience (and sales)

Updated: Apr 18, 2023



A recent study that analyzed data from over 8,000 clients of a Chinese online women's clothing retailer. The research revealed that virtual fitting rooms could harm the self-esteem of some customers, leading to a decline in sales. Customers with low BMIs bought more when using virtual technologies. On the other hand, those with high BMIs experienced a decline in sales. Participants with high BMIs had decreased self-esteem due to the technology, leading to a negative impact on product assessments.


The study's findings raise some red flags. Retailers must be cautious when introducing virtual fitting rooms, as they could potentially harm the self-esteem of their customers, leading to a decline in sales.


  • When using virtual technologies, customers with low BMIs bought more.

  • Those with high BMIs experienced a decline in sales due to decreased self-esteem.

The study suggests that virtual fitting rooms could have a negative impact on product assessments, leading to lower sales. Read more here

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