Lands' End to Use New Version of My Virtual Model

BOSTON — Lands' End's e-commerce site next month will debut the newest version of the three-dimensional My Virtual Model technology, which gives online shoppers an idea of how clothes will look on them. The new version provides additional body and face images.

Howard Firestone, senior director of communications at My Virtual Model, Montreal, offered a sneak preview of the company's E3 version at the Direct Marketing Association's 18th Annual Catalog Conference and Exhibition.

“It's much more photo-realistic than the previous version,” Firestone said. “This version now allows shoppers more variety in choosing hairstyle, precise body measurements and complexion. We've also created [more] ethnic models.”

Limited Too, a tween apparel retailer, already features the newest 3-D version on its Web site, and in August FUBU, an urban apparel retailer, will feature the E3 model on its site.

Besides more precise models, the E3 version also gives online shoppers size descriptions that will allow them to choose clothing from the site that will fit their image better.

By the end of the year, a shopper will be able to scan her photo, place the image on a model and create a computer-generated body of what she looks like.

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