Zalando has acquired Zurich-based software company Fision, the creator of an innovative body scanning app and virtual dressing room which helps customers easily see how a garment would fit on their body. Zalando believes the takeover will enhance customer experience on its online fashion and lifestyle platform.
Finding the right fit first time is one of the biggest challenges facing the fashion industry. Sizing systems across categories, regions, and brands vary dramatically, creating confusion and unnecessary returns for customers. By incorporating Fision’s technology, Zalando says its size advice will be taken to the next level: from one based on fit feedback and garment measurements to one that is more personalised using both garment and body measurements.
"We are constantly on the lookout for new teams and technologies that can help us provide the best experience to our customers along their entire fashion journey," says Jim Freeman, Zalando’s chief technology officer, “We will continue to invest in strengthening Zalando’s tech capabilities in order to propel us on our path to become the starting point for millions of fashion customers across Europe.”
Solving the inherently very personal but prevalent problem of size and fit represents huge potential for fashion ecommerce. Customers will be able to generate precise body measurements which they can use to receive even more accurate size advice, and purchase items they know will fit. Whereas brands, for the first time, can gain a deeper understanding of how well their assortment addresses the size and fit needs of a target audience which in the long run will enable them to produce better fitting garments.
“Integrating the unique and complementary capabilities of Fision and Zalando is a win-win for customers and our brand partners,” says Stacia Carr, Zalando’s director of engineering - Size and Fit. “Customers will get size advice earlier in their relationship with Zalando. At the same time, we can create a feedback loop between brands and consumers designed to drive customer loyalty and in the long run reduce waste.”
Zalando has been present in Switzerland for a decade and plans to further expand its presence in the technology hotspot of Zurich in the years ahead. Zalando’s ability to acquire an exciting start-up like Fision is testament to the growth of ecommerce as a consequence of the impact of Covid-19 restrictions on consumer buying habits. The challenge for Zalando and its competitors is maintaining the upsurge in online sales once restrictions are eventually eased.
