Australian-owned millinery retailer, Alice Goes Out, has launched a virtual fitting room, allowing customers to try on any hat prior to purchase.

The site also offers 360 degree rotation allowing customers to see all sides of any hat in the Alice goes Out range.

Kerry I’Anson, founder and joint MD, said the goal is to provide customers with peace of mind that what they are buying is what they see online

“Hats are such a personal choice and if buying online, wearers want to be assured of what it looks like, and if it is going to suit them before they buy.

“Virtual fitting rooms are becoming increasingly popular and since launching our business six months ago we were keen to offer this service,” I’Anson said.

The Alice goes Out virtual fitting room and 360 degree rotation are suitable for desktop, tablet, and mobile devices.

“Our fitting room is intuitive and easy to use – you can take a photograph using your webcam or mobile device; you can upload a photograph; or you can use our own model’s head as your muse.

“This means our customers can buy an outfit – or even be in a boutique – and then try on one of our hats using our virtual fitting room to see match of style and colour,” she said.

Research by Alice Goes Out reveals that the Australian millinery industry generates an annual turnover of around $245 million.

Hat wearing in Australia is predominately associated with horse racing and increasingly popular Fashions on the Field events have been a boon for the Australian millinery industry.

“Wearing a headpiece that perfectly complements an outfit and her features, makes a woman feel beautiful and we love the idea of this. We also love the idea of providing our customers with the opportunity to try on their hat using our virtual fitting room prior to purchase,” I’Anson said.