Virtual try-on technology has gained significant importance in the retail industry due to its potential to transform the way customers interact with products and make purchase decisions. It allows users to virtually try on clothing and accessories, providing a realistic representation of how the items would look and fit without the need for physical interaction. The ability to virtually try on products addresses common challenges associated with online shopping, such as uncertainty about fit and style, ultimately enhancing the overall customer experience and satisfaction. As a result, virtual try-on technology has the potential to reduce returns and optimise conversion rates for businesses, making it a valuable tool in the e-commerce landscape. In this paper, we provide a comprehensive review of deep learning based virtual try-on models, focusing on their functionality, technical details, dataset usage, weaknesses, and impact on customer satisfaction. The models are categorised into three main types: image-based, multi-pose, and video virtual try-on models, with detailed examples and technical summaries provided for each category. Additionally, we identify and discuss similarities and differences in these methods. Furthermore, we examine the datasets currently available for building and evaluating virtual try-on models, including the number of images/videos and their resolutions. We present the commonly used methods for both qualitative and quantitative evaluations, comparing synthesised images with previous work and performing quantitative evaluations across various metrics and benchmark datasets. We discuss the weaknesses of current deep learning based virtual try-on models, including challenges in preserving clothing characteristics and textures, the level of accuracy of applying the clothing to the person, and the preservation of facial identities. Additionally, we address dataset bias, particularly the domination of female models, limited diversity in clothing featured, and relatively simple and clean backgrounds in the datasets, which can negatively impact the model’s ability to handle challenging situations. Moreover, we explore the impact of virtual try-ons on customer satisfaction, highlighting the benefits that customers can enjoy, which also reduces returns and optimises conversion rates for businesses.

The current marketing landscape faces challenges in content creation and innovation, relying heavily on manually created content and traditional channels like social media and search engines. While effective, these methods often lack the creativity and uniqueness needed to stand out in a competitive market. To address this, we introduce MARK-GEN, a conceptual framework that utilises generative artificial intelligence (AI) models to transform marketing content creation. MARK-GEN provides a comprehensive, structured approach for businesses to employ generative AI in producing marketing materials, representing a new method in digital marketing strategies. We present two case studies within the fashion industry, demonstrating how MARK-GEN can generate compelling marketing content using generative AI technologies. This proposition paper builds on our previous technical developments in virtual try-on models, including image-based, multi-pose, and image-to-video techniques, and is intended for a broad audience, particularly those in business management.

Online shopping for clothing has become increasingly popular among many people. However, this trend comes with its own set of challenges. For example, it can be difficult for customers to make informed purchase decisions without trying on the clothes to see how they move and flow. We address this issue by introducing a new image-to-video generator called FashionFlow to generate fashion videos to show how clothing products move and flow on a person. By utilising a latent diffusion model and various other components, we are able to synthesise a high-fidelity video conditioned by a fashion image. The components include the use of pseudo-3D convolution, VAE, CLIP, frame interpolator and attention to generate a smooth video efficiently while preserving vital characteristics from the conditioning image. The contribution of our work is the creation of a model that can synthesise videos from images. We show how we use a pre-trained VAE decoder to process the latent space and generate a video. We demonstrate the effectiveness of our local and global conditioners, which help preserve the maximum amount of detail from the conditioning image. Our model is unique because it produces spontaneous and believable motion using only one image, while other diffusion models are either text-to-video or image-to-video using pre-recorded pose sequences. Overall, our research demonstrates a successful synthesis of fashion videos featuring models posing from various angles, showcasing the movement of the garment. Our findings hold great promise for improving and enhancing the online fashion industry’s shopping experience.