What: Customers can now virtually try on 23 different pairs of jeans using Zalando’s virtual fitting rooms.

Why it is important: The retailer is simplifying and easing the experience of purchasing jeans online with this technology.

Customers can create their own 3D avatar by entering their height, weight, and gender then use the avatar to try on different sizes and check the fit. Different colors on the avatar show where the jeans are more fitted or loose.

More than 30,000 customers have already tested this technology in pilot projects with Puma and Zalando’s own brand.

The pilot project is part of the retailer’s Size & Fit initiatives, with one of the main objectives being to avoid returns. According to the VP of engineering, the retailer is the only European fashion and lifestyle e-commerce platform to have a team dedicated to Size & Fit.

The team uses models, machine learning, computer vision and other technologies to predict whether items are too big or small. Customers also receive personalized sizing recommendations based on their purchase and return history in addition to reference items that can be added to their sizing profile.

Zalando tests a virtual fitting room in its 25 markets