Shopping online is clearly an easy and convenient way to purchase just about anything. But what about clothes? The problem is that clothing sizes vary between retailers, and styles, patterns, and colors are difficult to discern  on a computer or mobile screen. What often happens is that customers order several sizes of one particular item they like, try those on, keep the one that fits, and return the rest. This becomes very costly for retailers. To ameliorate this, one company has found a solution to help online retailers reduce costly returns and help customers find just what they’re looking for the first time. The company is Metail, and it is changing how fashions are purchased online. Metail provides a revolutionary approach to clothes shopping by letting customers try on items virtually. Customers can simply upload their important measurements like their height and weight, but also specific dimensions such as bra size or hip and waist circumferences. These data are then used to create a three-dimensional virtual model of the person. The shopper can even customize the digital mannequin further by specifying ethnicity or modifying the mannequin based on a person’s unique shape.

1. How important is Metail’s technology to online retailers? Explain.
2. How can Metail’s virtual mannequins help online retailers with the controlling function of management?
3. What are the potential challenges or problems that may occur at an online retailer with Metail’s virtual mannequin technology?
4. Does the concept of a virtual mannequin interest you?] If two similar online clothing retailers offered items you like, but only one had the virtual mannequin, which would you be more likely to buy from? Why?