Learn some of the challenges identified by Gentle Fawn that led them to look for a size recommendation solution and see the results that Sizebay generated for the brand.
Inspired by nature and the urban lifestyle of the West Coast, Gentle Fawn was founded in Vancouver by Daniel and Carla Hogg in 2003. Their main focus was on producing women’s clothing that provides style and comfort for everyday life.
Currently, Gentle Fawn is present in more than 700 multi-brand retail stores in North America and with direct sales through the brand’s eCommerce as well. The company delivers pieces with handcrafted and high-quality fabrics, which is what has made them a big player in today’s fashion market.
One of the brands goals is to offer products with less negative impact to the planet and it places great efforts to produce quality pieces for their community. Thus, all products follow sustainable manufacturing standards, which ensure ethical working conditions for everyone and also ensures that they are following environmental standards.
MAIN CHALLENGES EXPERIENCED BY GENTLE FAWN
CONCERNS ABOUT SUSTAINABILITY
Reducing the carbon footprint is an increasing concern for different fashion brands. This is not just a customer’s personal preference, but it also encompasses efforts to gain greater operational efficiency and less waste of products and raw materials for the company.
This means adjusting processes that generate consumption of natural resources or the creation of unnecessary waste. In this context, reverse logistics motivated by exchanges and returns is a villain, as it consumes fossil fuels and several packages are discarded in the process.
However, the damage does not stop there, since not all returned products can be sent back to the shelves to be sold again. Receiving back items also means that they will be taking up storage space in the warehouse that could be used to receive new products.
CONCERN ABOUT POSITIVELY IMPACTING CUSTOMERS
Working in eCommerce means it is necessary to be agile and to adapt to the transformations and needs of your audience. Currently, one of the great challenges to be overcome is the insecurity that prevents the purchase from happening.
One of the reasons for insecurity that was mapped by the brand was related to size doubts, and to reduce the impact of this on the purchase journey, size recommendation tools were solutions studied by the brand.
GENTLE FAWN’S VIRTUAL FITTING ROOM EXPERIENCE
As a way to respond to the challenges mentioned above, Sizebay’s Virtual Fitting Room was the solution chosen by the brand.
This choice happened due to the objective and practical way that the size recommendation is generated. The tool uses anthropometric principles that estimate the body measurements of each person, then cross-references this information with the measurement tables provided by the store.
With this approach, it is possible to offer a fully customized size recommendation, which allows the user to try other available sizes and understand the ideal fit for their body.
To understand more about our recommendation model, read this article about the Virtual Fitting Room.
The implementation of Sizebay’s Virtual Fitting Room ensured that customers were able to better identify themselves with the clothing. This greatly influences the reduction in requests for exchanges or returns of products, collaborating with the brand’s objective of reducing environmental impact.
GENTLE FAWN’S RESULTS WITH VIRTUAL FITTING ROOM
Since the implementation of the Virtual Fitting Room in Gentle Fawn’s eCommerce we have been able to follow a great evolution in the results, such as a Conversion Rate 5.15 times higher in the sessions that used our tool.
An additional point that deserves to be highlighted is related to the participation of the Virtual Fitting Room in the revenue generated by their eCommerce, as 18% of all revenue came from the recommendation made by Sizebay, which is quite impressive!
This data is the result of the brand’s concern to offer the best shopping experience to their customers and solving the doubts that are points of friction to allow for faster conversions.
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