Gap Inc. Bought a 3D Avatar Company, Customers Can Now Virtually Try on Clothing


Fast Company | August 26, 2021


Online shopping is one of the best conveniences that the digital age has brought about But, buying clothing online can be more inconvenient than in-store shopping. Often leading to customer dissatisfaction, clothes ordered online maybe just don't fit right or don't meet expectations from product images.


Searching for a solution, Gap Inc. acquired Drapr, a 3D avatar and e-commerce startup. Drapr technology allows customers to quickly create accurate 3D avatars of themselves, which they can dress in the clothes they’re interested in buying. This allows customers to judge how the clothing could look and fit on their own body before ever clicking the “buy” button.


Announcing the acquisition, Sally Gilligan, chief growth transformation officer at Gap, said, “Fit is the number one point of friction for customers and, through their advanced 3D technology, Drapr has shown it can help shoppers efficiently find the size and fit they need. We plan to leverage Drapr to help Gap Inc. improve the fit experience for our customers and accelerate our ongoing digital transformation.”


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