LF

- the first online shopping mall in Korea to launch virtual fitting service through collaboration with CLO Virtual Fashion, a Korean startup company. 

- Solution to the major obstacle of online shopping with state-of-the-art technology in the era of the 4th Industrial Revolution

- Supported by Korea Textile Trade Association and Korea Outdoor & Sport Industry Association as a revitalization project of the textile fashion industry

LF Mall, the official online shopping mall of Lifestyle brand LF (CEO: Kyu Sik Oh) launches ‘LF My Fit’, a new concept of 3D virtual fitting service on December 17, 2018. 

In the era of the 4th Industrial Revolution, as collaboration between fashion and technology is attracting a lot of attention, LF Mall has cooperated with ‘CLO Virtual Fashion’ and is making an effort to produce a solution to the problem of size selection, one of the major obstacles in online shopping, through innovation that adopts a 3D fashion design software ‘CLO’, and an online fitting solution, ‘Benefit by CLO’, to its online shopping mall for the first time in Korea.  

LF Mall has undertaken this project as part of a Revitalization Project of Textile Fashion Industry by Ministry of Trade, Industry and Energy (‘MOTIE’) in 2018 with the support of Korea Textile Trade Association and Korea Outdoor & Sport Industry Association. LF was selected under the program of ‘IT Fusion On-demand Production’ of Revitalization Project of Textile Fashion Industry by MOTIE in July and accelerated the development of technology with a grant of 300 million in Korean Won. 

My Fit is a customized 3D fitting service that creates two types of avatars for customers with the customers’ information such as gender, height, weight and body figure and implements virtual clothes for the customers’ avatars. It allows the customers to check size, length, fit, silhouette, etc. My Fit service will initially launch with LF’s representative brand, Hazzys Men and Women and will be available by clicking on ‘My Fit’ button under product description page. LF Mall provides ‘My Fit’ service on both online web pages and mobile apps, however, the app will be available after the update.

It is the first of its kind in Korea to provide customized avatars based on the customers’ actual body information and real-time simulation of fitting digital clothes rather than simply showing virtual images online. LF Mall plans to concentrate its capabilities to improve the service quality in the long term as it continues to upgrade the accuracy and speed of My Fit service on a regular basis. 

Founded in 2009, CLO Virtual Fashion is a startup company specializing in 3D garment design software and is the leading 3D market centering on CLO, the virtual garment software which makes colorful patterns on the screen look real by implementing the material and physical characteristics of the fabric. CLO Virtual Fashion provided its official animation technology for the 2012 London Olympic Games and with its superior technology, it continues to acquire new customers including global fashion and furniture companies, game and movie production companies and is expanding into global markets. 

Managing Director Kwon Sung-hoon, the head of e-Retail Business Division said, “LF Mall, together with CLO Virtual Fashion, a Korean Hidden Champion with a unique technology, has decided to fully utilize LF Mall as a test bed to overcome the inherent limitations of online shopping mall. The partnership is expected to allow mutual development for both parties in that LF Mall can utilize this partnership to lead an innovative lifestyle shopping mall in the era of the 4th Industrial Revolution and CLO Virtual Fashion is provided with a stepping stone with which it can prove its competitiveness of technology and test its new initiatives.” 

Boo Jung-hyuk, CEO of CLO Virtual Fashion, said, “We are very pleased to introduce our online fitting solution to the Korean market for the first time in the world by implementing the technology to LF Mall while several global fashion brands are actively reviewing CLO’s online fitting solution. In the near future, this solution is expected to become the standard for advanced online shopping malls.”

LF Mall, which initially opened its doors under the name, “FashionLG.com,” in 2000, changed its company name and sign to “LF Mall” in 2014. As a representative lifestyle shopping mall in domestic fashion and retail industry, LF Mall introduces various products based on its premium brand and continues to operate a platform of contents and services that leads the trend, such as shopping creators, 'suit for life’, video shopping, showrooms, etc. 

Photo: Banner image of special exhibition of LF Mall My Fit Service