Max Fashion has deployed Google Cloud’s Virtual Try-On API to launch a personalized shopping experience for its customers in the United Arab Emirates.
Implementing the Virtual Try-On API in Retail
The new digital interface uses Google Cloud’s artificial intelligence infrastructure and generative vision models through the Gemini Enterprise platform. This system provides visual previews of how garments fit and drape on different body types. By using the Virtual Try-On API, the company aims to reduce product return rates and increase purchase confidence.
Addressing E-commerce Sizing Challenges
Online fashion retailers often face high return rates due to sizing uncertainty. The integration of this technology allows customers to see realistic representations of clothing before making a purchase. Max Fashion plans to scale this service across its digital platforms to improve the overall customer journey.
“Fashion retail is evolving quickly, and customers today expect digital experiences that are not only convenient, but also intelligent, personal and useful.”
Hani Weiss, Chief Executive Officer of Max Fashion
Weiss stated that artificial intelligence offers commercial opportunities to make customer experiences more predictive and personal. He added that the collaboration with Google Cloud provides digital tools that support customer retention and lifetime value.
Technical Integration and Business Impact
The deployment represents a strategy to connect physical and digital retail touchpoints. Bala Subramaniam, Senior Vice President and Head of Omnichannel at Max, stated that the technology reduces the gap between online and in-store shopping. Customers browsing on mobile devices can now access the same fit confidence as those in physical fitting rooms.
Ziad Jammal, General Manager of Google Cloud UAE, Levant, and North Africa, stated that the integration of the Virtual Try-On API demonstrates how generative artificial intelligence can change consumer behavior. He noted that personalization is becoming a core business requirement for regional retailers.
Landmark Group Operational Context
Max Fashion was established in the UAE in 2004 and operates more than 830 stores across 16 countries. Its parent company, Landmark Group, was founded in 1973 in Bahrain and moved its headquarters to the UAE in 1990. The group operates 21 brands across 2,500 outlets, generating over 7 billion USD in annual revenue, contributing to the regional economy. The group employs more than 53,500 people across its retail and hospitality operations.
