Whole 9 Yards

To create an engaging way to launch the AW14 collection for Whole9Yards.

Whole9Yards is a Singapore based company who create unique, boutique pieces and partnered with Metail to deliver a first for guests, allowing them to virtually try on a selection of garments from the newest collection before they were shown on the runway.

At the official launch event, guests and press were invited to digitally try on the full collection.


Whole9Yards is all about customer experience. The virtual fitting service provided by Metail is a great way to enhance overall customer satisfaction. Guests at the Brand Launch event were able to try on clothes straight off our AW 2014 Runway Preview, making the event interactive and memorable

Widelia Liu
  • Provide an engaging and memorable experience for guests
  • 79% adoption rate – guests were engaged and loved using the Fitting Room
  • Guests and visitors to the site spent over 12 minutes engaging with the collection
  • Paint W9Y in a customer centric, innovative and digitally savvy light
  • “Besides their to-die-for collection, Whole9Yards has also come up with a pretty cool “virtual fitting room”, in collaboration with fashion-tech company, Metail.” (M.O.D.A – https://www.modamagsg.com/?p=2299)
  • Increase awareness of W9Y and Metail in the region
  • Visitors to the Virtual Fitting Room spanned beyond Singapore including locations such as Australia, Indonesia, Thailand and UK
  • 2 x number of people using the site to the number of people invited to the event – word of mouth
  • Gain insight into the most popular items tried on – pre-sell opportunity
  • Clear indications of most popular items which were fed back to Whole9Yards


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