An online tool trialled by shirt and suit retailer Hawes & Curtis shows how close websites are getting to matching the in-store experience.

An online tool trialled by shirt and suit retailer Hawes & Curtis shows how close websites are getting to matching the in-store experience. The tool allows users to input specific measurements in order to see how a product will fit their body shape. The tool can be accessed on the product pages by clicking on the option to ‘See if it fits you’, which then redirects users to the Fits Me service.

The tool is easy to use with a cursor that users can drag along a virtual tape measure to input their measurements. Once stats have been entered a virtual mannequin appears on screen and users can choose a shirt size to ‘Try the fit’. It has limitations though, as there is only one shirt design on the mannequin meaning customers can’t see how a particular product will look.

So while this tool has the potential to make a real impact in fashion ecommerce some enhancements need to be made to ensure it can be used on a range of products to really appeal.

l Keely Stocker is editor of Drapersonline.com

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