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Metail targets fashion e-commerce market in Asia

Zafirah Salim | April 24, 2015
The Singapore-based fashion technology company looks to replicating its success with Brazilian e-commerce giant Dafiti in Asia.

Cambridge, London and Singapore based fashion technology company Metail partnered with Brazilian e-commerce business Dafiti last year, where the latter utilised Metail's technology on over 7,000 garments.

These garments were part of the 'Dafiti Collection', a new line fronted by Brazilian supermodel Alessandra Ambrosia. For the first time ever, users will be able to virtually try on a selection of the garments worn by the model.

According to Metail, its technology allows the user to create a three-dimensional model of themselves and virtually try on a range of fashion garments. After entering a few simple measurements, consumers can generate a 'MeModel', which is said to be 94 to 96 percent accurate to their specific size.

In a media statement, Metail said that this technology can be incorporated into any e-commerce platform. It added that it is able to photograph and digitise over 200 garments a day, facilitating work with mass market high volume retailers.

This trial with Dafiti confirmed that customers using Metail were found to spend 3.5 times longer on the site than those who did not use the Metail technology. In addition, Dafiti also saw a 30 percent increase in sales from the customers who used Metail as opposed to those who did not, according to Metail.

With the APAC region dominating B2C e-commerce sales on a global scale and set to generate £681 billion (S$1.37 trillion) in sales in 2015, Metail believes there is significant opportunity to replicate its success for Dafiti with online retailers across Asia. 

Metail said that it is looking to target large e-commerce retailers such as Lazada and Zalora for now.

"South East Asia, and more specifically Singapore as a regional hub, boast some of the most exciting and fast growth fashion e-commerce sites in the world; and we firmly believe that the integration of our technology could help propel these businesses even further on the global stage. Metail has the potential to positively disrupt fashion e-commerce and our success in simply Brazil illustrates this," said Kelvin Au, Managing Director of Metail Asia.


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