Walmart Debuts Online Fitting Rooms Where You Try On Clothes On Lookalike Models
Image via Walmart
Instead of squeezing into jeans that don’t quite fit, Walmart shoppers can now turn to the retailer’s website to try clothes on through models who match their profiles. As a result, they’ll save themselves time and won’t even have to step out of their homes.
The tool, called ‘Choose My Model’, was created following Walmart’s acquisition of Israeli-based Zeekit, which specializes in making virtual dressing rooms. Here, customers can select a model whose height, body type, and skin tone are similar to theirs, allowing them to better envision an outfit on their own body before deciding to check out.
Video via Walmart
In the time of the pandemic, the concept of a contactless fitting room comes timely—but it’s not an entirely new one. Before Walmart purchased Zeekit in May, the technology, powered by AI and computer vision, had already been employed by brands like Amazon, ASOS, Tommy Hilfiger, and Levi’s for a couple of years.
Currently, as ‘Choose My Model’ is still in beta, users can test clothing via a diverse (but still limited) set of 50 models of sizes XS through XXXL and heights of between 5’2” and 6’0”. Walmart intends to bring 70 more model options with “an even wider range of sizes, skin tones, and hair colors” in the coming weeks.
Compatible items can be found under Walmart’s own portfolio of brands, which include Free Assembly, Scoop, Sofia Jeans by Sofia Vergara, Athletic Works, Terra & Sky, and The Pioneer Woman. Following this, the chain intends to bring in national brands like Levi Strauss for the program.
Denise Incandela, executive vice president of apparel and private brands for Walmart US, told CNBC that it’s all about instilling shoppers “with the confidence to make that purchase.” Incandela said the move “is shopping of the future and we wanted to lead the way.”
With ‘Choose My Model’, customers might be less reluctant to shop online, now that they have an idea of how various fabrics may cling onto their bodies. Plus, Walmart gains from the prospects of saving on transportation costs and receiving fewer returns.
The next step for ‘Choose My Model’ is in the name: Walmart is looking at letting consumers upload their photos to have items virtually dressed on their likenesses.
