Gap acquires Drapr in order to offer virtual try-on option

laptop computer displaying Mango pants

Gap has acquired Drapr, an ecommerce startup and online application based on technology that enables customers to create 3D avatars and virtually try on clothing. Drapr was created to help customers find the right clothing size for them and their body, and reduce returns.

person using black tablet computer

“Fit is the number one point of friction for customers and, through their advanced 3D technology, Drapr has shown it can help shoppers efficiently find the size and fit they need. Gap Inc. chief growth transformation officer, Sally Gilligan said that they plan to leverage Drapr in order to help them improve their customers’ fit experiences and accelerate their ongoing digital transformation.”

“With the launch of Bodeequality, we reinvented our fit process at Old Navy to give women greater confidence in their clothes, no matter the size. Drapr’s technology allows us to continue building on our expertise and deliver a more personalized, inclusive fit experience for all customers by showing them how the item will look on them and recommending the right fit for them based upon their preferences.” Nancy Green, president and CEO of Old Navy.

Gap buys Drapr to provide exclusive fit experience to its customers David Pastewka, co-founder of Drapr and CEO, said that Drapr is proven to be effective and that he is excited about the potential impact on customers at large as part the Gap Inc. family.

laptop computer displaying Mango pants

The deal was brokered by Gap Inc’s Strategic Growth Office, led by Gilligan, a unit of the company charged with thinking beyond its core business in order to meet the consumer and industry demands of the future. The company’s Athleta brand also saw the Strategic Growth Office participate in the latest round of funding for obefit, a digital platform that focuses on bringing entertainment and pop culture to fitness.

The company added that the partnership between Obe and Athleta will come to life through its new AthletaWell community platform and is designed to increase brand engagement, with both brands working together on apparel, content, events, and innovative shopping experiences.