Walmart brings virtual try-on experience to online shopping for women’s clothing

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WMT
wants to give customers a little more confidence when shopping for clothes. It is launching a virtual try-on feature where consumers can see how clothes look on their own body, called Be Your Own Model. “It also creates the gamification of shopping, which I think has never happened before, where you see yourself over and over and over again in these different outfits, and it’s actually quite sticky,” Denise Incandela said, Executive Vice President of Apparel and Private Labels for Walmart US

The retailer launched Choose My Model in the spring, where consumers could choose to try on clothes on one of 50 models. The technology was so popular that consumers demanded more and more models and Walmart complied. Today there are more than 120 models.

“People were ultimately looking for a model that looked like them, so we’re thrilled to launch Be Your Own Model and give customers the option to choose a model that looks like them or be the model,” Incandela said.

The feature is now available on over 270,000 items from Walmart’s exclusive and private label portfolio such as Free Assembly, Scoop, Sofia Jeans and Sofia Active by Sofia Vergara, Love & Sports, ELOQUII Elements, Time & Tru, Athletic Works, Terra & Sky, No Boundaries, Avia and The Pioneer Woman. Select items from some of the company’s national brands such as Champion, Levi’s and Hanes, and even select items from the Walmart marketplace, are also part of the new experience.

Incandela said the portfolio of participating brands will continue to grow with new items added every month. “I guess this is the start of a new way of shopping online,” she added. “It’s our technology. We bought the company and our Walmart team spent a year developing machine learning, algorithms and mapping technology because it’s not just two flat images on top of each other. It takes advantage of mapping and topography technology to give you a better idea of ​​how the fabric would lay on the body. It’s really exclusive to us.

The goal is to expand beyond women’s clothing to men’s and children’s and accessories. “We’re starting with womenswear, but of course the game plan is to go beyond womenswear from a category perspective,” Incandela said. “This is a potential unlock for the future of online shopping, where it feels much more personal and relevant than it has in the past.”

Walmart’s acquisition of Zeekit, a virtual fitting platform, is fueling the strategy. Consumers take a full-length photo of themselves and upload it to the Walmart app. “The photo stays in your profile, so you don’t have to constantly upload a new photo every time you use it, unless you want to,” Incandela said. “You take it with your phone. We start with iOS, then you use it on your phone or desktop app, once the image is on the site. »

Be Your Own Model’s goal is to increase conversion and reduce return rates. “A customer might have said, ‘I don’t know if this skirt is going to fall above or below the knee’ based on her height,” Incandela said. Be Your Own Model takes the guesswork out of how clothes purchased online will look.

“I think it will appeal to all ages, but you can really imagine a younger, excited and engaged customer,” Incandela said. “When you think about social media and how much people like to see each other, that takes it to the next level.”

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