Makip 3D avatar offering allows online shoppers to virtually try on fashion items before purchase

Japan-based sizing technology specialist Makip upgrades its Unisize 3D technology to provide online shoppers with an avatar of themselves, tailored to their unique body shape.

Using Unisize 3D, online shoppers will be able to virtually try on fashion purchases and check their appearance from four angles -front, back, left and right - to see how the item will fit them before ordering.

Makip’s CEO and President, Shingo Tsukamoto

Retail Economics found in 2024 that 17 out of every 100 products sold online are returned. Return rates in the fashion industry can be as high as 30%, with incorrect sizing often blamed for a large number of these. 

Unisize 3D uses information about the user’s body shape alongside the dimensions of the clothing to allow shoppers to check the fit before making a purchase. Its new 3D function allows select users to view the avatar wearing different shoes to check trouser length, while the previous 2D model always showed images barefoot. 

Shingo Tsukamoto, CEO and President at Makip, says: “The average return rate for the UK fashion industry is 26%. One in every four items purchased online is returned, usually at the expense of the retailer, we feel that this cannot continue. In recent years, some retailers have taken a stand and started charging customers for returning items, however, we approach this from the view of customer experience.”

“If we can provide customers with more accurate sizing options at the time of purchase, this leads to a reduction in returns. This has been proven across our Japan-based fashion clients with the average return rate dropping by 20%.”

Last year, Makip launched FaceChange in the UK. The technology allows online shoppers to virtually try on items of clothing they want to purchase by using AI to replace the faces of the online models. 

Tsukamoto adds: “In recent years, platforms like TikTok and YouTube have normalised individually tailored content, influencing all generations. Similarly, personalisation in apparel e-commerce is expected to become an essential element of the online fashion industry. We will continue to expand our services with a focus on personalisation.”

2025 RTIH INNOVATION AWARDS

3D technology will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.