Thursday, April 9th, 2015

Online millinery retailer Alice goes Out™ is believed to be the first Australian-owned headwear brand, and only the second in the world, to offer a virtual fitting room allowing customers to try-on any hat online prior to purchase.

The site also offers 360 degree rotation allowing customers to see all sides of any hat in the Alice goes Out range.

"Hats are such a personal choice and if buying online wearers want to be assured of what it looks like and if it is going to suit them before they buy", said founder and joint Managing Director Kerry I'Anson.

“Virtual fitting rooms are becoming increasingly popular and since launching our business six months ago we were keen to offer this service", Kerry said.

The Alice goes Out virtual fitting room and 360 degree rotation are suitable for desktop, tablet and mobile devices.

“Our fitting room is intuitive and easy to use – you can take a photograph using your webcam or mobile device; you can upload a photograph; or you can use our own model’s head as your muse.

“This means our customers can buy an outfit – or even be in a boutique – and then try on one of our hats using our virtual fitting room to see match of style and colour.

“Our goal is to provide our customers with peace of mind that what they are buying is what they see online. The opportunity to try the hat on using our virtual fitting room makes our site the ultimate online shopping experience for buying headwear,” Kerry said.

Research by Alice goes Out reveals that the Australian millinery industry generates an annual turnover of around $245 million. Hat wearing in Australia is predominately associated with horse racing and increasingly popular Fashions on the Field events have been a boon for the Australian millinery industry.

According to the Australian Bureau of Statistics (2009-2010) approximately 925,000 women attend Australian race meets annually with more than one-third of these attendees attracted to the Spring Racing Carnival. Racing Victoria announced that 62,000 hats were purchased for the four-day Melbourne Cup Carnival in 2013 which Alice goes Out equates to around $7.75 million in sales.

"Wearing a headpiece that perfectly complements an outfit and her features, makes a woman feel beautiful and we love the idea of this! We also love the idea of providing our customers with the opportunity to try on their hat using our virtual fitting room prior to purchase,” Kerry said.

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Alice goes Out

Alice goes Out™ is an online headwear retailer specialising in hats and headpieces for the races, street, evening and special occasions. It is believed to be the first Australian-owned headwear brand, and only the second in the world, to offer both 360 degree rotation and a virtual fitting room which allows customers to upload a photograph to see the style of a hat on their head prior purchase. The Alice goes Out™ collection blends the latest colours, shapes and finest materials into highly desirable hats, fascinators and headpieces. The Melbourne-based brand was launched in September 2014 is owned by Ansonia Pty Ltd.

Kerry I'Anson
M: 0419 004 920


Virtual try on; 360 degree rotation; retail technology; small business; online fashion, retailing, hats, headwear




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