Virtual Try-Ons & AI Stylists: Is South Africa Ready for the Next Wave of Fashion Retail?

Technology is transforming the way the world shops. We have moved from the lock down-related and global sensation of e-commerce and online shopping to a more heightened shopping experience where everything that used to take place in the brick-and-mortar store can happen virtually. The inception of the online shopping phenomenon allowed for consumers to access brands through their website, social media or third-party platforms and act as gateways to their stores where consumers can freely browse for products, safely make purchases online and get their items delivered straight to their doors- letting go of the need to visit the brands physical location in order to buy something. Now technology is taking this phenomenon a step further,from AR dressing rooms to AI style curators, fashion is becoming smarter and more personal. But how close is South Africa to embracing this digital frontier?

In global fashion capitals, interactive screens are turning into fitting rooms. Your stylist? Probably an algorithm. While the world moves toward digital-first retail, South Africa is testing the waters—cautiously.

Virtual try-on (VTO) tools let you “wear” outfits using just your phone camera. Globally, they’re becoming the norm, in South Africa it is a concept still emerging. Superbalist has dabbled in sneaker AR filters, for example, web filters detect your feet via camera and overlay 3D sneaker models in real time. virtual try-on’s interactive features allow you to rotate, zoom, and even “step around” the virtual sneakers to get a feel for their fit and style and then brands integrate these filters into their websites or social apps like Instagram, Snapchat, or TikTok to create more points of contact or interaction with the consumer and product. Imagine shopping with a virtual assistant who knows your taste, size, and even your weekend plans.

AI stylists make this real—it is just not widespread in SA yet.

When it comes to the digital age, consumer confidence is the new currency—especially when shopping for clothes online. With sizing inconsistencies resulting in high return rates (up to 70% according to McKinsey), global brands are turning to virtual try-on (VTO) and augmented reality(AR) to bridge the gap between virtual browsing and real-life satisfaction. Here’s an engaging look into how these innovations are reshaping international fashion, while South Africa is yet to catch on.

Nike Fit: Step Into Your Size

Nike’s Nike Fit, integrated into its mobile app, uses smartphones to measure foot dimensions accurately and suggest correct shoe sizes. The tool also offers visual previews of shoes on the user’s own feet, reducing return rates and empowering shoppers with precise sizing.

Zara’s AR & Virtual Models

Zara integrates AR in-store displays and its mobile app so consumers can see garments worn by virtual models or themselves before buying. This visual realism helps customers assess fit and style, curbing uncertainty and size-related returns. In one campaign, pointing a phone attagged shirts triggered lifelike 3D mannequins showcasing how items drape and move.

Gucci Virtual Sneakers

Luxury house Gucci launched a virtual try-on feature for its Ace sneakers via its app and Snapchat filters. Users can rotate the sneakers in real time and view them on their feet—a move that not only boosts confidence but also appeals to sustainability-conscious Gen Z shoppers,with Gucci experimenting in digital-only sneaker releases .

Warby Parker’s Virtual Frames

Eyewear pioneer Warby Parker introduced AR try-ons via mobile and desktop apps, enabling users to digitally “wear” frames in real-time. This tool helps users match frame styles to their facial features before purchase—clients using it are reportedly 50% less likely to return their glasses.

Zalando’s Enhanced Virtual Fitting Room

Europe’s leading fashion retailer Zalando improved its VTO offering across 14 countries: shoppers upload two photos and get a personalized 3D avatar to try on clothes from brands like Levi’s. This initiative aims to cut its 50% returns rate, giving customers better fit insights and empowering informed decisions.

Tommy Hilfiger

Tommy Hilfiger and digital platform ZERO10 partnered to create in-store AR mirrors in major cities like London and Milan, letting users virtually try on pieces from capsule collections—an experience that 1,000+ people called “time‑saving” and “game‑changing.”

Why VTO’s and AR Matter

Boosts Conversion & Cuts Returns – Brands report lower return rates as customers understand fit before purchase.
Enhances Engagement – From SNAP filters to AR storefronts, virtual-try-on offers interactive, Instagram-worthy experiences, especially for Gen Z.
Omni‑Channel Feel – In‑store smart mirrors and mobile AR ensure continuity between online and physical shopping.
Data‑Driven Fit Science – Platforms like Zalando gather body and fit data to optimize sizing guides and inventory strategies.

The Future of Fashion Try‑Ons

Emerging players like Doji, backed by AI veterans from Meta, Apple, and DeepMind, allow users to upload selfies and build hyper‑realistic avatars to shop across multiple brands—and investors are bullish. Meanwhile, digital‑only fashion brands like DRESSX and Tribute Brand are selling virtual wearables for AR and metaverse use, signaling a potential shift in how we perceive clothing entirely.

Virtual try-on technologies are no longer gimmicks—they’re becoming essential tools for international brands spanning fast fashion, luxury, eyewear, and footwear. By delivering confidence, reducing friction, and enhancing brand experiences, virtual-try-on is reshaping how we shop for style.

South Africa finds itself at a crossroad: while local fashion e‑commerce is booming—reaching R71 billion in online sales in 2023—its adoption of immersive technologies like AR-based virtualtry-ons remains limited and lagging behind global peers. South Africa’s fashion e-commerce sector has made impressive strides in scale, mobile optimization, and payment innovation, but when it comes to truly immersive shopping—like AR-based virtual try-ons—the country remains in early adopter mode. The foundations are in place, and with growing consumer confidence and strategic partnerships, an AR-enhanced revolution in local fashion retail isn’t far off.