March 16, 2010 09:55 ET Online Fitting Room for eCommerce Clothing Retail Wins European Technology Award

TALLINN, ESTONIA--(Marketwire - March 16, 2010) - online fitting room based on robots for internet clothing retailers have been awarded the first prize of the European technology companies competition in Brussels, Plugg.

This revolutionary eCommerce tool replaces size chart, commonly used by online clothing retailers, by simulating a real life experience of trying clothes in a fitting room. Online fitting room enables customers try different sizes of clothing and choose the size that fits the best. aims to break the last barrier of online clothing retailers: once customers are confident their selected clothes fit, sales will go up and returns associated to bad fit will decrease. In other words, the profits of online clothing retailers can now boost dramatically: trials with partners have showed the online fitting room can increase sales up to three times, while reducing returns by 28%.

This is not a small market: Clothing eCommerce is the fastest eCommerce category with estimated sales of $26bn this year. Currently, about 7% of all clothing is already sold on the Internet.

The online fitting room provides to eCommerce retailers works in a very intuitive way: it uses a robotic mannequin which mimics thousands of different body shapes and sizes. Using the robotic mannequin, shows the true fit with real-life photos of the clothing as it looks on the customers body in an internet clothing shop. has been bringing together competences from diverse fields, from apparel design and anthropometrics to IT and robotics. The base technology was largely developed by Tartu University Laboratory of Intelligent Materials and Tallinn Technical University Centre of Biorobotics, both in Estonia, and the leading provider of anthropometric data, Human Solutions GmbH, in Germany.

Plugg is a one-day conference with a clear focus on celebrating entrepreneurship and innovation in Europe and raising global awareness for those European start-ups in the Web 2.0 field that stand out in the crop.

Contact Information

    Heikki Haldre
    CEO, partner
    Mobile: +372 56 611 119
    Paul Pallin
    CTO, partner
    Mobile: +372 52 322 89