The State of Virtual Try-On in 2025: Brands Leading the Charge

Virtual try-on technology has rapidly evolved from a fun novelty into a retail necessity. In 2025, the question for fashion brands isn't "should we use virtual try-on?", but rather "how fast can we implement it?"

Leading brands across luxury, mass market, and sportswear are already leveraging this technology to solve the biggest hurdle in online shopping: the uncertainty of fit. Learn more about how virtual fitting rooms work in our comprehensive guide.

Here is a look at who is using virtual try-on today, why they are doing it, and how you can join them.

The Numbers Don't Lie

The global virtual fitting room market is projected to reach $14.86 billion by 2030, growing at a staggering 20.5% annually. This isn't just hype, it's a direct response to measurable business needs:

• 68% of shoppers are more likely to buy from retailers offering virtual try-on (McKinsey 2025 Survey).
• Returns cost retailers billions, and virtual try-on is the most effective tool to reduce them.
• 25-30% of major retailers now offer some form of virtual try-on.

Who Is Leading the Way?

1. Luxury Fashion: Elevating the Experience

For luxury houses, virtual try-on is about maintaining the high-touch brand experience in a digital world.

• Gucci and Dior have pioneered AR try-on for sneakers and accessories, allowing customers to visualize products in high fidelity.
• Louis Vuitton and Prada use the technology to bridge the gap between their physical boutiques and e-commerce channels.

2. Mass Market: Scale and Accessibility

Big retailers are using virtual try-on to help customers navigate massive catalogs with confidence.

• Walmart made headlines with its acquisition of Zeekit, rolling out "Choose My Model" features across thousands of apparel items.
• ASOS continues to innovate with its "Virtual Catwalk," showing how clothes move on different body types.
• H&M and Target are actively piloting virtual tools to reduce return rates in core categories.

3. Sportswear: Performance and Fit

For athletic brands, fit is functional. Getting it wrong means a lost customer.

• Nike uses advanced AR to measure foot size and visualize sneakers on-foot.
• Adidas and Under Armour integrate virtual try-on into their mobile apps to ensure performance wear fits perfectly before it ships.

4. The Pioneers: Eyewear and Beauty

These industries were the first to adopt the tech, and it's now the industry standard.

• Warby Parker virtually invented the online eyewear category with their home try-on and virtual mirror tools.
• Sephora and L'Oréal have made virtual makeup try-on a seamless part of the buying journey.

Why Are They Investing Heavily?

The investment in virtual try-on is driven by three clear benefits:

1. Solving the Returns Crisis: By helping customers visualize the product on themselves, brands drastically reduce "bracketing" (buying multiple sizes to try on).
2. Boosting Conversion Rates: When uncertainty is removed, customers buy. It’s that simple.
3. Differentiation: In a crowded market, offering a superior, interactive shopping experience sets a brand apart.

How You Can Join Them (Without a Nike-Sized Budget)

You might read this list and think, "Great for Walmart and Gucci, but I run a Shopify store. I can't build a proprietary AR engine."

That’s where Genlook comes in.

Until recently, high-quality virtual try-on was reserved for enterprise giants with massive R&D budgets. Genlook democratizes this technology for Shopify merchants.

Why Genlook?

• AI-Powered Realism: Unlike clunky 2D overlays of the past, Genlook uses advanced generative AI (Google's Gemini) to realistically "dress" your customer's photo in your products. It accounts for lighting, drape, and texture.
• No App Download Needed: It works directly in your store's browser.
• Instant Integration: You don't need a dev team. Install the Shopify app, and you're ready to go.

The Level Playing Field

In 2025, technology has leveled the playing field. You can offer the same cutting-edge "Try-On" experience as the world's biggest brands, right on your product pages.

Don't let the giants have all the fun (and all the conversions).

Install Genlook on Shopify today and start reducing returns.