A new study from Iowa State University has found that virtual fitting rooms may not be universally beneficial for customers, particularly those with unhealthy body image perceptions.

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The research, which used data from an online women’s apparel website in China, found that augmented-reality technology increased sales among shoppers with a low body mass index (BMI) but decreased sales for those with a high BMI. The technology also had a negative effect on product evaluations and lowered the self-esteem of participants with a high BMI.

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Huifang Mao, an Iowa State marketing professor, explained in a press release that this could be due to the lack of distractions in virtual fitting rooms. “It’s just your image with the clothes and a white background. When the only thing you are looking at is your own image, you may view it with a more critical eye.”

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In physical dressing rooms, there are more “noise” factors, such as reflections from the mirrored walls, other pieces of clothing, music, and conversations from other fitting rooms.

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The study suggested that retailers could reduce the adverse reactions related to body image issues by priming shoppers with diversified beauty norms, such as including models with different body sizes, shapes, and ages on the website, and using a mannequin face for the avatar to create distance between the consumer and their perceived imperfections.

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Despite the potential drawbacks, virtual fitting rooms are becoming increasingly popular. Last September, Walmart launched a tool that lets shoppers upload photos for virtual try-on. Amazon, Nike, Macy’s, and Asos are among other retailers introducing virtual try-on for apparel or shoes.

“This experience allows customers to use their own photo to better visualize how clothing will look on them, and creates a gamification of shopping that we believe will be very compelling to the customer,” Denise Incandela, Walmart’s EVP of apparel and private brands, said in a statement.

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However, virtual fitting rooms have their own limitations, such as being unable to touch the product and distrusting that virtual items look like the real product, according to an article from Shopify.

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The study was published in the Journal of Retailing and was conducted by Huifang Mao, an Iowa State marketing professor, and her colleagues.

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The findings suggest that retailers should be aware of the potential negative effects of virtual fitting rooms on customers with unhealthy body image perceptions.

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Sources: https://retailwire.com/discussion/does-virtual-fitting-room-tech-discourage-sales/