# Virtual Kimono Fittings The Matsuya Department Store Now Offers a Virtual Fitting Service By Laura McQuarrie | Published 2015-07-22 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/virtual-fitting References: [japantrends](http://www.japantrends.com/matsuya-department-store-yukata-virtual-fitting-service/) & [matsuya](http://www.matsuya.com/visitor/en/m_ginza/) As part of the celebrations for Ginza Yukata Week in Japan, the Matsuya department store in Ginza will be offering a unique virtual fitting service. The arrival of summer in Japan means that many people choose to stay cool by sporting a casual summer kimono that's known as a yukata. With this in mind, Matsuya created a summer service that makes it possible to [virtually try on](https://www.trendhunter.com/trends/virtual-tryon-for-online) one of these [traditional garments](https://www.trendhunter.com/trends/reversible-sukajan-kimono) in store. The virtual fitting service will let consumers select from a series of designs and virtually see them projected on their onscreen likeness. Considering that this department store service has the potential to save so much time, this will be a huge part in making this type of traditional attire more appealing to young shoppers. As well as being of benefit to locals, it's also a novel way for tourists to immerse themselves in local fashion as well. ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 62% | Activity: 71% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What's Driving This Trend - **Virtual Fitting Services:** The Matsuya department store introduces a virtual fitting service for traditional garments, allowing customers to virtually try them on and save time. - **Traditional Attire Revival:** The virtual fitting service makes traditional attire more appealing to young shoppers, potentially sparking a revival in its popularity. - **Tech-based Fashion Experiences:** The use of virtual fitting technology in department stores provides a novel and immersive fashion experience for both locals and tourists. ### Who This Affects Most - **Retail:** Virtual fitting services could disrupt the retail industry by revolutionizing the way customers try on and purchase clothes. - **Tourism:** The introduction of virtual fitting services in department stores could attract more tourists and enhance their shopping experiences. - **Fashion:** Virtual fitting services have the potential to disrupt the fashion industry by changing how people engage with and purchase traditional clothing. ## Related on Trend Hunter - [GenAI Clothing Try-Ons](https://www.trendhunter.com/trends/ai-clothes-tryon.md) - [AI Virtual Fitting Rooms](https://www.trendhunter.com/trends/ai-virtual-fitting-room.md) - [Virtual Fitting Mirror Systems](https://www.trendhunter.com/trends/ovme.md) - [Size-Replicating Try-On Technologies](https://www.trendhunter.com/trends/google-shopping.md) - [AI Fashion Tools](https://www.trendhunter.com/trends/virtualfit.md) - [Virtual Dressing Rooms](https://www.trendhunter.com/trends/ai-virtual-try-on.md) - [Virtual Footwear Try-Ons](https://www.trendhunter.com/trends/try-on-tech.md) - [Virtual Outfit Try-Ons](https://www.trendhunter.com/trends/yeah-sure.md) - [Virtual Fashion Studios](https://www.trendhunter.com/trends/costumeplay-ai.md)