Dickies Launches AI-Powered Program for Personalized Online Fittings

Durable workware retailer Dickies is piloting an artificial intelligence (AI) program to enable a personalized fitting experience. The trial will be used on Alibaba Group's Tmall platform in China.

The program is being launched by VF Corp., Dickies' parent company, and is the first of its kind. It includes an AI-forward body measuring and fit experience created with partner 3DLook, which describes itself as a mobile body scanning choice that enables personalized shopping experiences based on customers' unique body profiles.

Dickies says the program will help provide shoppers with accurate size and fit recommendations. Customers at the Dickies Tmall store will be able to choose a style and then click on a measurement widget. They will then be voice-guided through a simple but engaging process using only front and side photos. The AI technology will map the shopper's body and shape data and correlate them with product data to determine the best size fit for the customer.

"The pandemic only accelerated our need to use digital technologies to become more agile and responsive to consumers' demands and fit recommendation was one of the top opportunities we identified," said Adela Tan, vice president and managing director, Dickies. "We chose to partner with 3DLOOK and launch this project on Dickies' Tmall flagship store to target China's digitally savvy Gen Z consumers and better understand their appetite for such functionality, so we can incorporate the learnings and scale our efforts across multiple brands and regions."

"We're honored to be working with the forward-thinking team at VF Corporation to develop a solution that will enable a highly personalized and seamless Dickies shopping experience for a new generation of online customers," added Whitney Cathcart, chief strategy officer and co-founder of 3DLOOK. "We're excited to execute this pilot program and look forward to extending it in the future, as it has the potential to completely transform the customer fit experience and become the foundation of a more efficient and sustainable manufacturing business model."