Success story

About Mizzen+Main

Founded in 2012, Mizzen+Main is a digitally native brand best known for their performance men’s dress shirts that utilize special moisture-wicking, wrinkle-resistant fabric that requires no ironing or dry cleaning. The brand has also recently expanded into vests, casual shirts and blazers. With a strong online presence and distribution through nearly 300 retail locations, Mizzen+Main has firmly established itself as a category leader in performance menswear.

Backed by LVMH’s investment arm, the brand has done collaborations with professional golfer Phil Mickelson and professional football player J.J. Watt of the Houston Texans.

Challenges Faced

Mizzen+Main’s main focus was elevating their online experience for new customers to the brand. With a core demographic of busy guys looking to optimize their lives, they were looking for a way to help first time customers better visualize the different fits of their shirts. Mizzen+Main was also interested in boosting online conversion rates and increasing average order value.
“All digitally native brands have this challenge where customers can’t try on different sizes and understand the fits before they commit to purchase… This is where Drapr comes into play, trying to help people understand visually what it looks like on you before you purchase.”

Sabrina Abney,
Director of eCommerce

Solution

Drapr’s development team installed the Drapr Shopify plugin on Mizzen+Main’s store and further styled it to blend in beautifully on all versions of Mizzen+Main’s product detail pages. Zero lines of code had to be written by Mizzen+Main’s development team over the course of the pilot.

Once 3D garment asset creation was complete, Drapr used their technology to drape Mizzen+Main’s clothing on 600+ statistically generated male bodies – created to cover the diversity of Mizzen+Main’s customer base – to produce 16,000+ unique fit representations. One for every unique body type, garment size and pose. These fit representations (“Virtual Try Ons”) were then uploaded to the tool.

Throughout the pilot preparatory period, Mizzen+Main provided feedback and approvals in weekly check-in meetings. All things considered, the total extra load to Mizzen+Main to pilot Virtual Try Ons was a weekly check-in, shipping the size run for digitization and providing tech packs.

A custom analytics instrumentation set up by Drapr on Mizzen+Main’s store to create an A/B test and track performance. 50% of traffic was shown the viewer, the other 50% was not as a control. In addition to web analytics, Drapr conducted dozens of phone interviews with customers who used the tool, filled out a post-checkout survey and consented to being contacted.

Integration Timeline
‍Week 1: Shopify plugin installed
Week 2-3: Drapr Virtual Try-ons customized to match rest of site
Week 4: Final QA and push to production

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Results

+23%

conversion rate
(vs. customers that made it to the same place on the PDP)
Of customer who used Drapr and purchased:
‍
25% were not going to purchase until they used the tool; primarily composed of 1st time buyers.

‍18% purchased more shirts than they would have otherwise because they were more confident in what they were buying.

‍14% purchased fewer unique sizes because they were more certain in their choice of size.

4 primary customer groups:
1) New customers who felt confident enough to purchase for the first time after using the tool
2) Returning customers who couldn’t remember what size they owned
3) Returning customers who didn’t like the size they ordered the first time
4) Returning customers whose body shape has meaningfully changed since their previous purchase

Interviewed shoppers expressed that the tool boosted their purchasing confidence and thought the experience matched Mizzen+Main’s premium brand.

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