Which Brands Use Virtual Try-On? The 2025 Power List (50+ Examples)
March 20, 2025 • 16 min read
Virtual try-on technology has transformed from experimental novelty to retail necessity. Today's leading brands across fashion, beauty, and eyewear are leveraging this technology to solve the age-old challenge of online shopping: "Will this actually fit me?"
This comprehensive guide examines over 50 brands successfully implementing virtual try-on solutions in 2025, revealing implementation strategies, ROI insights, and the evolving landscape of digital commerce. We'll explore how platforms like Fytted are enabling brands to deliver highly accurate, personalized try-on experiences that drive conversions and reduce returns.
The Virtual Try-On Revolution: Market Overview
The numbers tell a compelling story. The global virtual fitting room market reached $4.03 billion in 2023 and is projected to hit $14.86 billion by 2030—a staggering 20.5% CAGR that reflects genuine business impact, not just hype.
Why Brands Are Investing Now
The drivers behind this rapid adoption are clear and measurable:
Solving the Returns Crisis
Online apparel returns cost retailers billions annually. Virtual try-on directly addresses this pain point by helping customers choose the right size and style before purchasing.
Boosting Conversions
68% of shoppers are more likely to buy from retailers offering virtual try-on capabilities, according to McKinsey's 2025 Digital Consumer Survey.
Competitive Differentiation
As an estimated 25-30% of major apparel retailers now offer virtual try-on, brands without this technology risk falling behind.
Data-Driven Insights
Virtual try-on platforms provide valuable customer data on fit preferences, body shapes, and shopping behaviors.
Implementation Approaches That Work
Most successful brands partner with specialized providers rather than building in-house solutions. This approach offers several advantages: faster time-to-market, proven technology, ongoing innovation, and lower total cost of ownership.
Common Implementation Strategies
- • Platform partnerships with companies like Fytted for comprehensive measurement and visualization
- • AR integrations for real-time smartphone-based try-on experiences
- • E-commerce app integrations through Shopify, BigCommerce, and similar platforms
- • Phased rollouts starting with high-return categories like denim or outerwear
Fashion Brands Leading the Virtual Try-On Movement
Luxury Fashion Houses: Elevating the Experience
Luxury brands approach virtual try-on with an emphasis on brand experience and high-fidelity visualization:
These implementations prioritize visual excellence and brand consistency over pure fit prediction, reflecting luxury consumers' emphasis on aesthetics and prestige.
Mass Market Retailers: Scale and Accessibility
Mass market retailers focus on broad implementation across large product catalogs:
Major Implementations
- • Walmart's acquisition of Zeekit enabled wide-scale virtual try-on across apparel categories
- • ASOS launched their Virtual Catwalk feature, showing clothes on different model types
- • H&M is piloting virtual try-on in select markets
- • Target uses the technology for beauty and home goods with plans for apparel expansion
Proprietary Development
Zara (Inditex) is developing proprietary solutions with limited rollout, reflecting their preference for controlling the entire customer experience.
Direct-to-Consumer Innovators
DTC brands leverage virtual try-on to replicate their personalized in-store experiences online:
Athletic and Specialty Retailers
Performance brands tailor virtual try-on to category-specific challenges:
Athletic Leaders
- • Nike's Fit app provides AR shoe sizing and try-on with advanced foot measurement
- • Adidas integrates AR features within their mobile app for popular sneaker models
- • Under Armour explores virtual fit tools for performance wear
Specialty Focus
Levi Strauss & Co. pilots virtual try-on specifically for jeans fit—one of the most challenging categories for online sales, where proper fit is crucial for customer satisfaction.
Beauty and Cosmetics: Where Virtual Try-On Shines
The beauty industry has achieved remarkable success with virtual try-on, thanks to advanced facial mapping technology.
Major Cosmetics Companies
- • L'Oréal's ModiFace technology powers virtual try-on across multiple brands including Maybelline and Lancôme
- • Estée Lauder offers virtual try-on for brands like MAC and Bobbi Brown
- • Shiseido implements virtual tools for both makeup and skincare analysis
These implementations achieve high realism and have become expected features rather than novelties.
Beauty Retailers
Multi-brand platforms leverage virtual try-on for product discovery:
- • Sephora's Virtual Artist app offers extensive product try-on across thousands of items
- • Ulta Beauty's GLAMlab features makeup and hair color try-on
- • European retailer Douglas integrates virtual try-on throughout their digital experience
Eyewear: The Virtual Try-On Pioneer Category
Eyewear was among the first categories to achieve mainstream virtual try-on adoption, with 70-80% of major online retailers now offering the technology.
Online Eyewear Leaders
- • Warby Parker set the industry standard for online eyewear try-on
- • Zenni Optical offers extensive virtual try-on across their catalog
- • EyeBuyDirect provides face measurement tools for accurate fit
- • GlassesUSA and Coastal offer virtual mirrors with prescription input capabilities
Traditional Eyewear Brands
Established brands use virtual try-on to bridge online and offline experiences:
- • Ray-Ban's Virtual Mirror feature operates on their website
- • Oakley offers try-on for sports performance eyewear
- • LensCrafters provides both in-store and online virtual try-on tools
Emerging Categories and Innovation
Footwear: Rapid Growth in Complex Category
Footwear virtual try-on has jumped from 10% adoption in 2023 to nearly 40% by early 2025:
Leading Implementations
- • Nike leads with advanced AR foot measurement and shoe visualization
- • Adidas provides AR visualization for popular sneaker models
- • Puma, New Balance, and Converse are all experimenting with or piloting virtual sizing tools
Footwear presents unique challenges, requiring accurate sizing recommendations alongside visual appeal.
Jewelry and Accessories: Simplified Geometry, Growing Adoption
The standardized shapes of jewelry make virtual try-on more achievable:
Pandora
Virtual try-on for bracelets and charms
Mejuri
Visualizes fine jewelry on hands and ears
Swarovski
Crystal jewelry try-on features
Daniel Wellington
Watch try-on using wrist measurements
Technology Providers: The Engines Behind Brand Success
Comprehensive Virtual Try-On Platforms
Leading Solutions
- • Fytted specializes in high-accuracy body measurement using real customer images, offering personalized fit recommendations alongside visualization
- • 3DLOOK focuses on photo-based body measurement solutions
- • Reactive Reality offers 3D body scanning and avatar creation
These platforms provide the technological foundation that enables brands to offer sophisticated virtual try-on experiences without massive internal development.
AR Technology Specialists
- • Wannaby (Wanna) leads in AR sneaker and watch try-on
- • Perfect Corp. dominates beauty and cosmetics AR try-on
- • Snap Inc. enables brands to leverage social commerce through AR experiences
E-commerce Platform Integrations
Shopify, BigCommerce, and Magento increasingly offer virtual try-on integrations, making the technology accessible to smaller retailers through their app stores and partner networks.
Measuring Success: ROI and Business Impact
The business case for virtual try-on is supported by compelling data across multiple metrics.
Quantifiable Results
Brands consistently report significant improvements:
- • Conversion rate increases: Range from 10% to over 100% depending on category and implementation
- • Return rate reductions: Average decrease of 20-30% across implementations
- • Higher average order value: Users of virtual try-on tend to purchase more items
- • Increased engagement: Customers spend significantly more time on product pages with virtual try-on
- • Improved satisfaction: Higher Net Promoter Scores among virtual try-on users
Strategic Advantages Beyond Sales
Virtual try-on delivers benefits that extend beyond immediate sales metrics:
Brand & Customer Benefits
- • Enhanced brand perception as innovative and customer-centric
- • Valuable customer insights on fit preferences and body measurements
- • Environmental impact through fewer returns
Operational Advantages
- • Inventory optimization through better understanding of size demand
- • Reduced customer service inquiries about fit and sizing
- • Competitive differentiation in crowded markets
Implementation Considerations
Successful virtual try-on implementation requires careful planning:
- • Technology Selection: Choosing the right platform for specific needs and budget
- • Integration Complexity: Connecting virtual try-on with existing e-commerce systems
- • Product Digitization: Creating digital versions of product catalogs
- • User Education: Training customers to effectively use the technology
Brands that partner with experienced providers like Fytted often achieve faster implementation and better results through proven processes and ongoing support.
Key Industry Insights
Our analysis of virtual try-on adoption reveals several important trends:
Virtual try-on is now mainstream
The technology has matured to the point where customers expect it from leading retailers.
Adoption spans all market segments
From luxury brands focusing on experience to mass retailers prioritizing scale and DTC brands emphasizing personalization.
Technology choices matter
Brands using advanced platforms that combine accurate measurement with visualization report stronger ROI than those using basic overlay solutions.
Implementation strategy affects success
Brands that take a phased approach, starting with high-impact categories, typically achieve better results than those attempting full-catalog launches.
The competitive landscape is shifting rapidly
Brands without virtual try-on risk being perceived as outdated, particularly in categories where the technology is becoming standard.
Frequently Asked Questions
Which industries are adopting virtual try-on fastest?
Eyewear leads with 70-80% adoption among major online retailers, followed by beauty and cosmetics at 60-70%. Fashion apparel shows 25-35% adoption overall, while footwear has rapidly grown from 10% in 2023 to nearly 40% by early 2025. The adoption rate typically correlates with fit sensitivity and return rates—categories where getting the wrong size is costly see faster adoption.
How much does virtual try-on implementation cost?
Costs vary dramatically based on scope and technology choice. Basic Shopify apps start at $50-300 monthly for small catalogs. Mid-sized retailers with 1,000-5,000 SKUs typically invest $50,000-250,000 initially, plus $20,000-100,000+ annually. Enterprise implementations with platforms like Fytted can reach seven figures but often achieve ROI within 12-24 months through increased conversions and reduced returns.
Do small businesses use virtual try-on?
Yes, increasingly so. Shopify reports a 150% increase in virtual try-on app installations by SMBs over the past two years. While small businesses typically use simpler solutions than enterprises, they can still benefit from basic visualization tools and AR features available through e-commerce platforms and social media integration.
How long does implementation take?
Timeline varies from days for basic apps to 4-9 months for comprehensive enterprise solutions. Key factors include technology complexity, catalog size, integration requirements, and internal resources. Platforms like Fytted often use phased rollouts over 6-12 months for large retailers, starting with pilot categories before expanding.
Are there solutions specifically for menswear?
Absolutely. Menswear virtual try-on has grown significantly, with SKUs increasing 60% between 2023-2025. Platforms like Fytted offer comprehensive menswear solutions for everything from casual wear to tailored suits. Challenges include accurately simulating structured garments and predicting fit for items where subtle variations matter most.
What's the difference between virtual try-on and virtual fitting rooms?
Virtual try-on typically refers to visualization technology—seeing how items look. Virtual fitting rooms provide a more comprehensive experience, including accurate measurement, fit analysis, size recommendations, and personalized styling. Advanced platforms like Fytted operate more as virtual fitting rooms, combining visualization with measurement and fit prediction for a complete solution.
This analysis was compiled by the Fytted team using industry data, retailer case studies, and market research. For brands interested in implementing virtual try-on technology, contact our specialists for a personalized consultation and demonstration.