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  • Writer's pictureLena Mayberry

Data Privacy: What You Need to Know

By Lena Mayberry

An image of a woman sitting down looking at an apparel brand's website on her phone on a graphic showing the blog title, "The Future of Fashion Retail: Personalized Emails with 3D Garments Modeled on Your Body".

Technology is rapidly changing the way we communicate, shop, travel, and live. But have you ever thought about the data that companies collect while you're using their platform?


Data privacy has become a growing concern for consumers around the world, with many companies coming under scrutiny for their handling of customer data. As virtual fitting technology becomes more prevalent, it's essential to understand how companies can collect and use customer data in a responsible and ethical manner.


At the heart of virtual fitting technology is computer vision technology, which is used to create a virtual model of the customer's body. The technology uses data points such as height, weight, and measurements to create a 3D model that can be used to try on clothes virtually. This data can be used to improve the accuracy of the virtual fitting experience, providing customers with a more personalized and realistic shopping experience. (For example, with Couture Technologies’ at-home avatar creation process, users provide a front and side photograph. These images are not saved but rather are used to extract data points from the user's silhouette, creating a unique avatar for trying on clothes.)

However, the data that companies collect can also be used for other purposes, such as targeted advertising. This has raised concerns among privacy advocates, who argue that companies need to be transparent about how they collect and use customer data.


So, what can companies do to ensure that they're collecting and using customer data in a responsible and ethical manner? Here are a few tips:


Be transparent about data collection:

Companies should be transparent about what data they collect and how they plan to use it. This includes being upfront about what data is collected and how it will be used.


Obtain consent:


Companies should obtain consent from customers before collecting their data. This can be done through a simple opt-in process that explains what data is collected and how it will be used. This information is often in the form of a company’s privacy policy.


Protect customer data:


Companies should take steps to protect customer data, such as using encryption and secure servers to store data. They should also have policies in place to prevent data breaches.


Allow customers to control their data:


Customers should have the right to control their data, including the ability to delete it if they choose.


Companies must be responsible in their handling of customer data, ensuring that they're transparent about data collection and use, obtaining consent, protecting customer data, and allowing customers to control their data.



If you have any inquiries, want more details, or want to test out Couture Technologies' Virtual Try-On solutions go to: couturetechnologies.com

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