Straight to the point
Discover how Ciele Athletics revolutionized the online shopping experience with Sizebay and Browzwear’s Size & Fit advisor
MEET CIELE ATHLETICS
Founded in 2014, Ciele Athletics started as an online store for unisex running headwear. With time, the brand ventured into new product offerings, growing its catalog to include a wide variety of activewear committed to performance and protection. Providing customers with a robust size guide and comprehensive pre-sale fit options is key for Ciele Athletics to create a fast, efficient, and environmentally sustainable customer experience.
THE NEED FOR APPAREL TECHNOLOGY
As Ciele Athletics began to explore the apparel world further, it was clear that consumers were constantly developing and adopting new ways to wear outfits, often in line with ever-evolving runway trends. Therefore, following the traditional and somewhat rigid sizing approach isn’t always practical. For instance, some shoppers prefer a tighter fit, whereas others may opt for a looser fit, which can be challenging to visualize using a flat-size chart.
In order to minimize traditional sizing barriers and ultimately boost consumer confidence, Ciele Athletics looked to provide its consumers with a new way to visualize its products. This is where digital apparel technology came into play.
In light of the pandemic and the challenges it left in its tracks, the company had begun to delve into the digital apparel space. Ciele saw 3D apparel technology as key to optimizing the traditional approach to product photography, especially from a timing standpoint.
“When Covid hit, sampling deadlines shifted, and we needed a better way to keep on track without jeopardizing deadlines or product launches,” says Mike Giles, Co-Founder & Vice President of Ciele Athletics. “So, we first adapted to digital apparel as part of our 2021 pre-season sales assets and catalogs.”
INCORPORATING THE SIZE & FIT ADVISOR
While expanding into the clothing and apparel space, Ciele Athletics set out on its journey to find a partner that would assist them in navigating the complex world of size guides. It wasn’t long before the company came across the VFR solution developed by Sizebay and Browzwear. Impressed by the innovative approach to sizing and fit and the openness to incorporating partner input into the product development process, the companies partnered up in early 2022 to unfold new ways to advance the technology.
The Virtual Fitting Room, developed by Browzwear in partnership with Sizebay, empowers online apparel stores by enabling them to provide shoppers with an interactive solution that emulates the in-store try-on experience. It allows shoppers to interact with the product and make informed decisions over its size, fit, and overall look, boosting their purchasing confidence and increasing their satisfaction with the product. As a result, retailers will experience fewer product returns and reduce the associated operational complexity and costs while driving sustainability through thorough fit communication.
While other virtual try-on solutions exist in the market that use 2D imagery or even generic 3D objects to give shoppers a general idea of what a product will look like on them, Browzwear’s unique true-to-life 3D garment simulation capabilities combined with Sizebay’s accurate body modeling algorithms enable online retailers to go far beyond photo composition and visualize garment fit, drape, and look on shoppers’ own bodies with impeccable accuracy.
“Building a more environmentally responsible company is a priority for us at Ciele Athletics,” says Mike. “Not only creating a company that conducts sustainable design practices and materials but also looks at the entire product lifecycle.” By incorporating an innovation like the VFR into their eCommerce site, Ciele Athletics would effectively minimize the impact of return logistics while creating happier customers and reinforcing customer loyalty through an efficient pre-purchase environment.
THE INITIAL IMPACT OF THE SIZE & FIT ADVISOR ON CIELE ATHLETICS
Since the initial trial phase of the VFR on select product categories, Ciele Athletics’ customers have expressed excitement and eagerness to learn more about the innovation’s capabilities. “I believe our customers expect more from us as a brand, and this incredibly interesting end product offering has definitely fulfilled that need,” says Mike. “Just as the excitement I felt when working on this product, it allows those exposed to the VFR to realize that this is just the tip of the iceberg when looking at further adaptations and advancements.”
By implementing the VFR, Ciele Athletics views such technology as an opportunity to alleviate potential issues rather than existing ones, enabling it to differentiate its brand and products within such a crowded and hyper-competitive market like the outdoor space.
“We reached out to Ciele Athletics to pitch the Virtual Fitting Room product when it was just a concept on paper. Mike had the foresight to immediately recognize how transformational these capabilities can be for his brand as a way to differentiate his products in a crowded and hyper-competitive market.” says Omer Dvir, General Manager of Ecomm Solution, Browzwear. “Ciele Athletics has been an incredible partner for us in bringing this product from concept to commercial viability.”
“The brand’s dedication to working alongside us by reviewing the size recommendations was a crucial factor in guaranteeing the partnership’s success. ”Janderson Araujo, Sizebay’s Co-CEO.
THE NEXT STEPS
With promising results, Ciele Athletics aims further to expand the usage of the VFR across categories as the product continues to evolve in line with consumer demands. “The VFR will inevitably be an integral part of our overall eCommerce strategy as it becomes further integrated into our site and utilized by consumers as the key to elevating their online journey,” says Mike. “The impact of such technology isn’t going to change, once consumers can make data-driven decisions and get their products right the first time without having to refund the exchange, we’re in a win-win situation.”
The Virtual Fitting Room is only the first step in our mission to transform how people shop for fashion online,” adds Omer. “When you can generate an avatar that accurately represents your shopper’s body and simulate it with a digital twin of your product, the possibilities are endless. Be sure to stay tuned for more to come.”
