Reactive Reality ties with Hugo Boss, allowing shoppers to try on clothes before buying via a virtual dressing room

Reactive Reality (www.reactivereality.com), the leader in virtual try-on and scalable 3D digitization developing photorealistic digital dressing room technology, today announces their partnership with German luxury fashion house, Hugo Boss. Launching today across Germany, the UK, and France, customers visiting the Hugo Boss website can take advantage of body measurement-accurate shopping via personalised avatars.

PICTOFiT, Reactive Reality’s patented AR solution has been seamlessly integrated into the Hugo Boss online store. Users can now create personalised mannequins that match their exact body measurements, and browse through thousands of products whilst trying on different combinations on their mannequin in the virtual dressing room. 

Flat and static images have long troubled online shoppers making it hard to envision what a garment will look like in reality. As a result, customers have either had to buy the same item in multiple sizes to ensure the correct fit or have lost interest entirely. PICTOFiT has now solved this issue for Hugo Boss and will even show the intricacies within an outfit, such as having a shirt tucked in or out, the level of transparency of clothing, and how an item looks layered on top of another. 

This announcement marks a significant step forward in the fashion industry, displaying how the future of retail will very much be underpinned by the new and innovative ways in which consumers can interact with online stores.

“We are extremely excited to be announcing our collaboration with Hugo Boss” comments Stefan Hauswiesner, CEO and co-founder of Reactive Reality. “We know that the global pandemic has considerably accelerated the fashion retail market and we want to help retailers keep up with the demands of consumers who are looking for new and exciting ways to shop online. Understandably, some consumers still may not feel confident enough, or able to, venture into physical stores yet, so our tech, which can be integrated into any web store or shopping app, offers the perfect solution for both parties. Hugo Boss’ adoption of PITCTOFiT Shopping will revolutionise the way consumers interact with their favorite fashion brands and online stores, and we are excited to see even more retailers implement our white-labelled solution in the future.”