looks lumber of returns. e how the item thing retailers with oinlater sales and less expensive goods may explore the ftools created by specialist technology companies such as Zeekil. CASE EXAMPLE 8.1 Zeekit, the virtual fitting room zoekit is a specialist start-up technology firm (acquired by Walmart in May 2021) who want to change the way you look at k at clothes online. Using ordinary people as its models, the company has a library of diverse shapes and sizes, giving fashion consumers the option to try on clothing in a virtual setting, using a model that best reflects their body. Retailers pay for the technology to use on their websites or apps. There are two parts involved: firstly the models, which include thousands of real people with many different body shapes, sizes and heights; and secondly the clothing, which is plotted out. When the two are combined, using artificial intelligence, consumers can select a relevant body shape and try on shirts, coats or pairs of trousers, to see how the garment would look on someone like them. Used by ASOS for its See My Fit app, consumers can select the model that they most identify with so the app image looks more like a real photo, rather than a standard cata- logue picture. Also used by Adidas and Tommy Hilfiger, the concept of real-life and real-size models brings greater authenticity to fashion. The Zeekit website states: 'Combining fashion and technology, Zeekit has developed the first dynamic virtual fitting room, giving every person the chance to see themselves in any item of clothing found on-line.' Zeekit's own app allows individuals to upload a photo of themselves and try on selected ranges of clothing from a range of brands. The benefits of Zeekit are that consumers can try on clothing without placing an order, without visiting the store and without spending a lot of time in a changing room. The pro- cess happens from the consumers' own homes and they can snap and share with friends before deciding what to purchase. Case questions . Do you feel using a model that has a similar shape and size would help to buy clothing or be off-putting? In what ways can AR or VR technology further improve shopping online? What apps have you downlo