Sizebay powered a phygital virtual try-on experience for Calvin Klein’s Winter 2027 collection launch in São Paulo. The activation brought the fitting room off the sales floor and onto a screen at the center of the event. From 9 a.m. to 6:30 p.m., guests used an interactive totem to see themselves wearing pieces from the new collection.
They did this without changing a single layer of clothing. It combined the energy of a physical launch with the convenience of digital try-on. This kind of phygital experience is becoming a reference point in fashion retail.
A Phygital Activation for the Winter 2027 Launch
The experience itself was simple by design. Guests stepped up to the totem, had their photo taken, and saw themselves wearing looks from the new collection in seconds.
They could also change the background behind each image. They could place the same outfit in a city street, an office, or an evening setting.
Seeing their own image in a coat or knit felt closer to real life than any fitting room mirror. It gave shoppers a much clearer sense of whether a piece was actually right for them.
Why Sizing Uncertainty Peaks at a New Collection Launch
The activation speaks to a challenge every fashion brand faces, online or in person. A fitting room normally answers two questions at once. Will this fit, and will it look good on me?
At a seasonal launch, both questions get harder to answer. Shoppers have no past purchase of that exact piece to use as a reference. The silhouette and fabric are new to them.
Outerwear and knitwear also sit at higher price points than core collection items. That raises the cost of getting the size wrong.
Online, that uncertainty shows up as abandoned carts and multiple sizes ordered just in case. It also drives returns. At a physical launch event, it shows up as hesitation in a moment meant to create excitement, not friction.
A phygital approach brings a digital decision-making tool into the physical moment. It closes that gap in real time.
Bringing the Fitting Room Moment to the Launch Floor
Sizebay treats the fitting room as a moment of confidence, not a fixed physical place. That moment should be available wherever the shopper is, phygital event floor included.
Visualization shows a shopper how a piece looks. On its own, it doesn’t tell them which size to order. That’s why Sizebay pairs virtual try-on with size recommendation. Together, they give shoppers a complete decision before they buy, not just a preview.
From the Event to the Product Page: Scaling the Phygital Experience
Fashion retailers don’t need a launch event or a physical totem for this same phygital confidence. Sizebay’s Virtual Try-On plugs directly into a brand’s online store.
Shoppers can add a photo, see themselves wearing a piece, and get a size recommendation in the same flow. This happens right on the product page, exactly where they would otherwise hesitate or abandon the cart.
It’s the same logic that made the Calvin Klein activation work, now applied to everyday browsing.
If sizing uncertainty is already a pain point for your store, it’s worth seeing how it shows up across the shopper journey. We break that down in Size Doubts and Customer Experience.
If you want this in numbers, Miik’s virtual fitting room results show what happened when another brand made the same move online.
Results at a Glance
Speaking about the activation, Calvin Klein’s E-commerce Director highlighted how the experience changed the way shoppers made their decision:
Using your own image, you get a real sense of what a piece will look like on you, instead of just imagining it. That helps reduce returns and improve our operation.
Our stores are built with so much care and design that we needed to bring that same experience into the digital world. This tool makes that perfect connection between offline and online.
Calvin Klein’s E-commerce Director
That same confidence shows up at scale across Sizebay’s broader Try-On client base.
Brands that have adopted Virtual Try-On have already achieved expressive results. Across fashion retailers in Europe and global markets, shoppers who engaged with Try-On converted at 8.6%, nearly 3 times the 2.6% rate for non-users.
Add-to-cart rates followed the same pattern. They reached 21% for engaged shoppers, versus 7.8% for non-users. That is nearly triple.
These are results from Sizebay’s Try-On client base.
Bring This Phygital Confidence to Your Online Store
If you want to give your shoppers that same confidence before they buy, in-store, at an event, or online, schedule a demo today!
