Lane Bryant launches My Virtual Model for plus sizes

Lane Bryant, the nation`s largest plus-size retailer, is starting to market imaging technology from My Virtual Model Inc. that it has had available at its web site since mid August. Lane Bryant is calling the feature 3D-ME@LB. Lane Bryant’s site features more than 3,000 outfits.

The Lane Bryant web site is the first to deploy My Virtual Model’s new E3 technology, which the company says creates a more realistic depiction of a shopper’s body from many different angles including front, sides and back.

After logging on to the Lane Bryant web site, users answer a series of questions to personalize their own 3D model representing their specific body shape as well as facial characteristics and hair. After creating the model, customers can try clothes on their virtual image.

Unlike other sites that feature My Virtual Model, such as LandsEnd.com, customers cannot buy the outfits at LaneBryant.com. They must go to a store to make a purchase. "Our customers love being able to try out several outfits online before they go to the store to buy," says Chris Hansen, executive vice president of marketing for Lane Bryant. "It`s a time saver, it helps women define which styles look best on their body, and it`s fun.”

Lane Bryant operates 650 stores and provides fashion for women in sizes 14-28. It will promote 3D-ME@LB in its catalogs. Since its launch in mid-August the number of models created has exceeded the company’s expectations, says Yona Shtern, chief marketing officer of My Virtual Model.