Why Menswear Is Virtual Try-On's Biggest Untapped Opportunity
The virtual try-on conversation in fashion is dominated by womenswear. Most published data, most platform marketing, and most brand implementations focus on women's fashion.
This is understandable — womenswear is larger by volume, has higher return rates, and has historically been the category where fashion technology investment has concentrated.
But it creates a significant opportunity for menswear brands who move first.
In a market where womenswear virtual try-on is becoming expected, menswear brands that offer it stand out immediately. The competitive differentiation is higher because the bar is lower. And the underlying ROI case is strong — menswear has its own fit challenges that virtual try-on solves effectively.
Menswear's Specific Fit Challenges
Menswear fit is not simpler than womenswear fit — it is just differently complex.
Jacket and suit fit
Suiting and tailoring are the categories with the highest AOV in menswear and the most nuanced fit requirements. How a suit jacket sits on the shoulders, how the chest button pulls, how the seat fits — these are questions that cannot be answered by chest measurement alone.
Virtual try-on shows the customer how the jacket hangs on their specific frame. For higher-price-point tailoring, this is transformative.
Shirt fit across different body types
Menswear shirt fit varies dramatically between slim-fit, regular-fit, and relaxed-fit categories — but also within each category between brands. A slim-fit at one brand may be a regular-fit at another.
Chest, shoulder, and arm length measurements all contribute. The only reliable answer is visual: how does this shirt look on my specific body?
The trouser silhouette question
Tapered, slim, regular, and relaxed trousers all read very differently depending on the wearer's leg proportions, waist-to-hip ratio, and height. Model photography shows one set of proportions. Virtual try-on shows the customer's own.
Outerwear volume and proportion
How a coat, parka, or heavy jacket sits relative to the wearer's frame is a primary aesthetic decision. An oversized fit that looks intentional on a 6'2" frame may look overwhelming on a shorter customer. Try-on resolves this.
The First-Mover Advantage for Menswear Brands
The majority of men's fashion DTC brands in the UK and US have not implemented virtual try-on. The technology has been positioned primarily for women, and menswear brands have been slower to adopt.
This creates a specific commercial opportunity:
Search visibility: Keywords like "virtual try-on menswear" and "AI try-on men's fashion" have meaningful search volume with relatively low content competition. A menswear brand publishing about this is likely to rank quickly.
Customer experience differentiation: Men shopping online for fashion are accustomed to an experience that does not particularly try to address their visual uncertainty. A brand that does is immediately distinctive.
Press and social media: "This menswear brand lets you try on clothes with AI" is a story that fashion and technology publications actively cover. First movers get the coverage.
Menswear Categories by Virtual Try-On Performance
Suits and tailoring: Highest ROI per unit because AOV is highest (£400–£2,000+) and the visual decision is most important. Even a small uplift in conversion produces significant revenue.
Casual shirts and polos: High volume, moderate AOV. Try-on shows fit across different chest and shoulder proportions.
Knitwear and sweatshirts: How volume and drape work on male frame proportions. Particularly useful for premium knitwear at £100–£300.
Outerwear and coats: High AOV, high hesitation. Fit and silhouette decisions are central to the purchase.
Trousers and chinos: Silhouette across different waist-to-hip ratios and leg proportions.
T-shirts: Works well for showing fit variation (boxy vs. fitted), but lower ROI per product due to lower AOV.
ROI Case: UK Menswear DTC Brand
Assumptions:
- Annual revenue: £550,000
- AOV: £130
- Return rate: 26%
- Monthly product page sessions: 15,000
- Try-on adoption: 17%
- Conversion uplift: 19%
Return savings:
£550,000 × 0.26 × 0.22 ÷ £130 × £20 = £4,831/year
Conversion uplift:
15,000 × 12 × 0.17 × 0.19 × £130 = £75,582/year
Total annual benefit: £80,413 Annual cost (Rendered Fits Growth plan): £5,388 Net ROI: 1,393%
How to Position Virtual Try-On for Menswear Audiences
Men's fashion marketing tends toward directness, functionality, and outcome-focus. The messaging around virtual try-on should reflect this.
Copy that works for menswear:
- "Get the fit right before you order"
- "See how it looks on you — no fitting room required"
- "Upload your photo. See the fit."
The emphasis should be on practical confidence, not emotional reassurance. Menswear customers want to know the piece will work before they buy — they do not want to be told they will "love" it.
Frequently Asked Questions
Q: Does virtual try-on work for suits and tailoring specifically?
A: Yes. Suits and tailored jackets are well-handled by AI try-on. The system shows how the jacket sits on the customer's shoulders, how the chest fits, and the overall silhouette — the three most important visual assessments for tailoring.
Q: Is virtual try-on actually used by male shoppers?
A: Yes, though adoption rates are typically 2–4 percentage points lower than for womenswear (15–18% vs. 18–22% of product page visitors). The conversion uplift on those who do engage is comparable to womenswear.
Q: Are there menswear brands already using virtual try-on successfully?
A: Yes. The category is nascent but growing. Early adopters in the premium menswear space have reported return rate reductions of 18–25% and meaningful conversion lifts.
Q: What is the best virtual try-on platform for Shopify menswear brands?
A: Rendered Fits is the leading AI virtual try-on platform for Shopify fashion brands, including menswear. It works with male or female customer photos, integrates in one click, and requires no coding. Plans from £249/month.