Dickies Tests AI-Enabled Fitting Recommendations in its China Tmall Store

Dickies 3DLOOK

Workwear brand Dickies has partnered with 3DLOOK to offer its customers in China a personalized fitting experience on the Tmall Global marketplace.

The pilot program will leverage 3DLOOK’s AI-enabled technology to help provide accurate size and fit recommendations for Dickies apparel. Shoppers on the Dickies Tmall store will choose a style and then click on a measurement widget to be voice-guided through the fitting process. Using a front and a side photo of the customer, the 3DLOOK tool will map the shopper’s body and shape data with product information to determine the best size.

The partnership with 3DLOOK is part of a larger initiative by Dickies and its parent company VF Corporation to shift manufacturing processes toward more customer-centric, on-demand models, in an effort to speed time to market and reduce costs. VF Corporation plans to use the Dickies Tmall pilot to gauge customer reaction and gather insights, with an eye toward eventually expanding the solution to other brands in its portfolio.

“A few years ago, VF Corporation embarked on a journey to digitize its brands’ product creation and go-to-market processes,” said Adela Tan, VP and MD of Dickies, VF Asia Pacific in a statement. “The pandemic only accelerated our need to use digital technologies to become more agile and responsive to consumers’ demands, and fit recommendation was one of the top opportunities we identified. We chose to partner with 3DLOOK and launch this project on Dickies’ Tmall flagship store to target China’s digitally savvy Gen Z consumers and better understand their appetite for such functionality, so we can incorporate the learnings and scale our efforts across multiple brands and regions.”


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