The present invention relates to a consumer fashion preference-based virtual fitting method which can perform a consumer fashion preference-based virtual fitting method, a system thereof, and a controlling method for controlling an operation of the system. The consumer fashion preference-based virtual fitting method comprises: a two-dimensional avatar setting step (S100); a product image obtaining step (S200); a product image processing step (S300); a product image fitting step (S400); and a fitting image providing step (S500).
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