Dan John: Online fitting room experience

A conventional fashion catalogue is organized around individual products. That structure works when a customer already knows the exact item they want, but it becomes inefficient when the intent is broader—for example, assembling a complete business or occasion look.

The customer must open several product pages, remember colours and silhouettes, check whether sizes remain available, and mentally judge whether the pieces work together. Each return to a category page removes some of the visual context created in the previous step. On smaller screens or in a large catalogue, that repeated back-and-forth makes comparison harder and increases the chance that the shopper abandons the outfit before reaching the bag.

The design challenge was therefore not simply to place products beside a model. It was to create a stable decision workspace where category, active selection, outfit preview, price, and the next purchasing action remain understandable at the same time.

The proposed fitting room places the model at the centre of the experience and treats every product choice as part of the current outfit. A customer can move between outerwear, jackets, shirts, trousers, knitwear, and shoes while previously selected pieces remain visible.

The catalogue becomes contextual rather than disconnected. Selecting a category updates the available products; choosing an item updates the active look; and the purchase summary remains close enough to explain what has been selected. The interface can also carry essential commerce states such as size availability, variant selection, price changes, and an unavailable combination without breaking the visual flow.

For a production build, product, variant, inventory, price-list, region, and cart data would come from the commerce backend. The fitting-room layer would orchestrate those existing records into an outfit session rather than duplicating catalogue or inventory data in the storefront.