Can you imagine wearing an outfit that combines comfort and style at the same time? Miik is a Canadian women’s fashion brand that unites these two product aspects in a single piece.
This content was also recorded on video. Do you want to watch the conversation with Bri, the Digital Marketing specialist at Miik and who shared with us this content? Check it below!
The concept that brought the brand to life matured when the founder and Creative Director of Miik, Donna Smith, received from her husband a bamboo skirt that, even though it was very comfortable, did not have an ideal design or color.
Despite finding the style kinda ugly, Donna Smith loved to wear the skirt due to the comfort that the piece presented. It was in this context that the provocation that started Miik came to her: “Why does such a comfortable piece have to be ugly?” From that, she understood that she could make comfortable clothes that were also stylish and could be worn everywhere.
And so Miik was born, a brand that since 2010 has invested in creating clothes that help women feel beautiful and confident using comfortable, durable and sustainable fabrics.
Size and shopping experience challenges in Miik’s online sales
Fabric and fit characteristics
As Miik brings this concern with the use of sustainable, natural fabrics, without forgetting how these products will fit on the body, the brand finds good challenges related to fit to solve.
That’s because the pieces, with their elasticity, don’t exactly fit with a recommendation “this is size M, it doesn’t fit your body”. Miik would like to be able to reply “this is size M, and this is the fit that it will have on your body, is that how you prefer it?”
Concern about the shopping experience
One of Miiik’s concerns as a brand is for customers to receive at home exactly what they expected from the product.
This becomes extremely important for new customers, for example, who were used to being able to try on clothes in physical stores and now need to have this experience translated online to be more confident when shopping.
Need for quick support to customer queries
Like most fashion e-commerces, Miik had customers interested in their clothes, but when they had the question “will this piece fit?” These customers sought customer support.
As much as the service team responded quickly, there would still be a time mismatch in the response that would lead to more confidence in the choice of size and, consequently, in the purchase decision as well.
Miik Inc Virtual Fitting Room, the solution to the store’s size challenges
Before customers looked for another store to answer questions like these, Miik studied different Virtual Fitting Room solutions.
The choice for the Sizebay tool was due to the recommendation model we used. The most common model in competition generates statistical recommendations, saying that 78% of people with a body similar to your measurements opted for size M, for example.
Sizebay’s recommendation technology follows anthropometric principles that estimate each person’s body measurements, then cross-reference them with measurement charts provided by stores. This approach generates fully personalized recommendations, and even allows people to try sizes other than the recommended one.
To understand more about our recommendation technology, read this article about the Virtual Fitting Room.
The implementation of the tool in Miik’s e-commerce in July 2021 ensured that one of the store’s main goals was achieved: customers began to have an uncomplicated shopping experience and with fewer doubts related to size and fit.
Miik’s Virtual Fitting Room created an extra layer of trust between the brand and its audience, facilitating security in the purchase journey.
If you still don’t know how the Virtual Fitting Room works, through it, e-commerce customers input three simple data (weight, height and age), and receive a size recommendation that will best fit them. It is still possible for the customer to try on larger sizes and see how tight or wide that size fits.
>>> To try the Size Advisor for yourself, keep in touch with us!
Miik Results with Sizebay’s Virtual Fitting Room
Since the implementation of the Virtual Fitting Room in Miik’s e-commerce store, we analyzed very positive results, such as a Conversion Rate 4.73 times higher on sessions that used the Virtual Fitting Room, compared to sessions that do not.
Another very relevant data is related to the Average Order Value of purchases that had the technology participation. They had a 20.2% higher value compared to purchases that did not use the tool.
And, of course, data like these were only possible because the brand cares about offering the best shopping experience for its customers.
Check out the summary of Miik’s results with the Virtual Fitting Room below.
Do you want to know more details about how the Virtual Fitting Room works or about its price? Click below to schedule a demo with our sales team.
