Online apparel shoppers frequently struggle to visualize how clothes will fit, leading to returns that frustrate customers and carry real environmental costs. I identified Veesual, a virtual try-on vendor, as a way to reduce return rates while advancing EILEEN FISHER’s commitment to representing diverse body types.

Working alongside our Design Directors, we reconfigured Veesual’s white-label tool to match eileenfisher.com’s branding and styling, and added new functionality — including the ability to save favorite looks. The result was “The Closet” — a dedicated page where customers browse curated outfits and see them on a model of their choosing.

At the heart of the experience were 7 models spanning a range of ages, heights, weights, sizes, and ethnicities — each named with their height and typical size. While a few reflected traditional fashion model proportions, the shorter and more average-sized models proved the most popular, validating our goal to show greater physical diversity.

We added two entry points to the product detail page: a “Try on in The Closet” button, and a “See More Models” button that opens a modal showing all 7 models in that exact product with their individual size pre-selected and an Add to Cart button for each — turning the feature into a direct purchase pathway. A hanger icon on the product listing page provided a third entry point. Customers who engaged showed a measurable lift in sales.