eBay acquires virtual dressing room technology PhiSix

Online retailer eBay (NASDAQ: EBAY) has agreed to acquire PhiSix Fashion Labs, a San Francisco-based computer graphics company with virtual dressing room technology.

PhiSix creates "physically accurate simulations" of clothes using photos, pattern files and other sources. Shoppers can enter their basic body measurements and the system will recommend a size and generate a 3-D model which allows consumers to see how clothes fit, look and move, in the dressing room and out of it. PhiSix lets shoppers see themselves in their potential outfits walking down streets, hitting a gold club, or in other scenarios.

EBay is planning to integrate the technology across many of its properties, including the marketplace, mobile apps and third-party retailers that use eBay Enterprise. It's a technology that could help remove some barriers to buying that exist with online only retailers, and reduce returns by providing a more realistic experience before clicking to buy.

Of course, virtual dressing rooms are hardly new. Lands' End debuted its own version way back in 2000.

PhiSix was founded in 2012, by Jonathan Su, a former Intel research scientist with a background in special effects who also worked at DreamWorks. Su will join eBay Inc.'s Innovation and New Ventures team as part of the takeover, along with his team of three members.

Terms of the deal were not disclosed.

For more:
-See this PhiSix statement

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