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Analysis<\/h3>\n\n\n\n
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As more shoppers report they are uncomfortable entering fitting rooms in clothing stores due to COVID-19, one of North America’s largest mall owners has partnered with an AI fitting tool that will make the online shopping experience more seamless and inclusive.<\/p>\n\n\n\n
Brookfield, the property management firm that represents about 100 malls in the U.S., has signed a deal with Fit:Match<\/a> to bring the latter company’s 3D fitting tool to Brookfield mall retailers.<\/p>\n\n\n\n Fit:Match, which first announced a collaboration with Brookfield in November 2019, is an AI and machine learning-powered tool that matches shoppers with apparel fits them based on biometric data using a proprietary tool called Fitch. Last year, it debuted a pop-up at Brookfield\u2019s Baybrook Mall in Houston; Fit:Match will be integrated at Brookfield’s Oakbrook Center in Chicago in August, then Glendale Galleria in Los Angeles and Stonebriar Centre in Dallas in mid-September.\u00a0<\/p>\n\n\n\n According to Fit:Match’s CEO Haniff Brown, the partnership is meant not only to cater to the rise in online shopping that has occurred in the wake of the COVID-19 pandemic but also to help retailers stem returns of products that don’t fit customers well.<\/p>\n\n\n\n \u201cHow do you make apparel shopping profitable? You limit returns, and you increase conversion rates,\u201d he\u00a0told CNBC. \u201cYou don\u2019t have to spend as much money on marketing for a person when you know them already.\u201d\u00a0<\/p>\n\n\n\n According to a recent survey by retail predictive analytics company First Insight, about 49% of millennial consumers would not feel safe trying on clothes in dressing rooms, even as the coronavirus pandemic begins to subside. Among baby boomers, that number is 71%. <\/p>\n\n\n\n Neither Brookfield nor Fit:Match has revealed which retailers will be adopting the technology. Brookfield is also an investor in Fit:Match, though neither company has revealed what that investment looks like.<\/p>\n\n\n\n The partnership between Brookfield and Fit:Match comes as many companies are adopting augmented reality and digital-fitting technology to cater to customers who are unable or unwilling to try on items in-store. Last week, Gucci debuted a try-on lens with Snapchat<\/a> which will allow prospective customers to use AR technology to try on and purchase the brand’s footwear within the Snapchat app; ASOS, the online fashion retailer, launched a tool in May<\/a> that allows customers to see how apparel “fits” on different models. <\/p>\n","protected":false},"excerpt":{"rendered":" Need to Know 3D fitting tool Fit:Match will begin rolling out virtual try-ons at Brookfield’s U.S. mall properties this fall. The tool will tell customers what size they are at various different mall retailers. Brookfield hopes Fit:Match will make online shopping more seamless and inclusive, and also help minimize returns. Brookfield is the second-largest mall […]<\/p>\n","protected":false},"author":76318,"featured_media":116638,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"categories":[13,3397,3414],"tags":[2339],"magazine-region":[],"magazine-series":[],"magazine-topic":[],"class_list":["post-116636","magazine","type-magazine","status-publish","has-post-thumbnail","hentry","category-News","category-retail","category-technology-News","tag-brookfield"],"acf":[],"_links":{"self":[{"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/magazine\/116636","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/magazine"}],"about":[{"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/types\/magazine"}],"author":[{"embeddable":true,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/users\/76318"}],"version-history":[{"count":0,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/magazine\/116636\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/media\/116638"}],"wp:attachment":[{"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/media?parent=116636"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/categories?post=116636"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/tags?post=116636"},{"taxonomy":"magazine-region","embeddable":true,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/magazine-region?post=116636"},{"taxonomy":"magazine-series","embeddable":true,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/magazine-series?post=116636"},{"taxonomy":"magazine-topic","embeddable":true,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/magazine-topic?post=116636"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"\"](\"https:\/\/d3ghupt9z9s6o0.cloudfront.net\/app\/uploads\/2020\/07\/13094930\/5efde8701f1db21476835b0f_3cee1e57-1672-43cc-b710-d68935b86024-1024x681.jpeg\")