Myntra in talks with global firms to acquire 3D technology to boost user experience

NEW DELHI: Myntra.com, the country’s largest online fashion retailer, is in talks with global companies to acquire three dimensional, or 3D, technologies in an attempt to offer better visualisation to customers on its mobile app and website. A top executive at the Bengaluru-based e-tailer said it is looking for 3D visualisation and print technologies that will help enhance the experience of its customers on its mobile app as well as help the company speed up its private label offerings.
“Finally, the customer is only seeing (merely on mobile or on website) the product and not touching and feeling. So, if you have a3D view of the product, it will help customers understand the product better, resulting in faster decision-making,” said Ganesh Subramanian, head of new initiatives at Myntra.

Such technologies can also come in handy for production of fashion and accessories. Subramanian said it generally takes weeks for any fashion idea to reach the production stage — from sketching of the product designs to prototyping.

“We feel the fashion industry spends a lot of time in prototyping — in visualising what the idea is and from the line sketch to the product, it takes many weeks,” Subramanian said.

With the 3D technology, Myntra plans to reduce the time taken in sketching and prototyping to mere hours, which could help the company churn fashion apparels and other products at a faster rate, he said.