DIGITAL DREAM: Cher Horowitz’s digital closet from the 1995 film “Clueless” has been brought to life by Metail, the London-based online technology company. Users can enter their height, weight and bra size to create their own 3-D model in order to try on various looks that can be shared on Facebook or sent to friends via an e-mail link, where feedback can be sent. The bespoke digital fitting room launches today.
“Adding the ‘share’ capability to our product is a key milestone for us, which will be rolled out with our commercial partners in the forthcoming months,” said Metail’s chief executive officer Tom Adeyoola. “We know through feedback that the ‘share’ option is key to moving our user experience forward. Sharing outfit combinations with friends for comment and advice in the same way that consumers shop for clothing on the high street has been a key experience missing from the online shopping experience, until now.”
This story first appeared in the July 2, 2014 issue of WWD. Subscribe Today.
Metail develops online fitting room technology and was founded by Adeyoola in 2008. The company has raised more than 5.4 million pounds, or $9.2 million at current exchange, in funding. It launched initially with Tesco in 2012, and then with other retailers including Warehouse in the U.K., Zalando in Germany and Dafiti in Brazil.