Last May, Walmart announced the acquisition of the virtual clothing fitting startup. zeekit, which leveraged a combination of real-time image processing, computer vision, learning, and other AI technologies to show shoppers what they might look like in an item through a simulation that takes into account body dimensions, fit, size and even the fabric of the garment itself. Walmart is bringing that technology to Walmart.com and its mobile app.
The retailer is introducing the test feature «Choose My Model» powered by computer vision neural network, now in beta, which will now allow Walmart customers to select a model that best suits their own appearance and body type. At launch, online shoppers will be able to choose from 50 different styles to find the one that best reflects their own skin tone, height and body shape, so they can get a better idea of how their clothes would fit.
These virtual models currently range in height from 5'2″ to 6'0″ and in sizes XS to XXXL. Walmart says it will continue to expand its selection of models over time, with plans to release nearly 70 additional models in the coming weeks to offer more variety in terms of sizes, skin tones, and even hair colors.
The new feature is powered by Walmart Global Tech's neural networks that analyze garment catalog images to create a dressed image using computer vision algorithms on a diverse set of images of Walmart models, the company explains in its announcement about the Product Launch.
Using neural networks helps determine the different variations available on a single product, which not only includes its size, but could also include other factors such as available color options or even sleeve length. The new system can capture all of these variations by displaying options, the retailer says.
Image Credits: Walmart
Initially, "Choose My Model" will work with select items from Walmart's portfolio of exclusive and private brands, including Free Assembly, Scoop, Sofia Jeans by Sofia Vergara, ELOQUII Elements, Time and Tru, Athletic Works, Terra & Sky, No Boundaries, Avia and The Pioneer. It's also in the process of adding national brands, starting with Levi's and Hanes, and will expand to include more national brands in the coming months, including those on Walmart.com and Walmart Marketplace.
Before its acquisition, zeekit it had been working with various retailers, including Walmart, as well as other well-known brands such as Tommy Hilfiger and Adidas. This existing work with Walmart helped speed up the time it took to bring the technology to the public through Walmart's website and mobile app integration.
Image Credits: Walmart
When shopping on Walmart.com or the Walmart app, customers will now see prompts that say "change my model» to select a model on the garment page if the new virtual try-on technology is available for that product. These notices will appear on Walmart.com, as well as on the iOS and Android mobile apps.
During testing, Walmart said it received positive feedback from customers about the experience, which it hopes will make online clothing purchases feel more like shopping in person.
“One of the most frustrating aspects of shopping for clothes online is understanding what an item will actually look like on you. With zeekit, our goal is to deliver an inclusive, immersive and personalized digital experience that better replicates physical shopping,” said Denise Incandela, executive vice president of apparel and private label, Walmart.
Of course, helping customers choose products that look good on them isn't just about responding to customer needs, it's about helping to reduce the number of returns of clothing you don't quite like when you try it on at home. . Walmart has tried to address the customer hassle part of the problem by offering the option to return or exchange online purchases to its retail stores. But the ideal scenario would be a total reduction of this situation.
Image Credits: Walmart
Better fitting room technology could also help Walmart in its battle with Amazon, which jumped to the fore last year as the number one clothing retailer in the United States, ahead of Walmart, a place it was able to lay claim to, in part, due to the Covid pandemic and the resulting rise in online shopping. However, Walmart was hit by "weaker demand" for apparel in the early months of 2021, but recovered towards the end of the year thanks to the Christmas sales.
The idea of offering a virtual fitting room is something many startups have experimented with over the past decade and beyond, including Fitle, Metail, Virtusize, Fits.me, and several others. These types of companies have also been targeted by acquisitions, like eBay's 2014 deal with PhiSix for 3D proofing technology, for example. More recently, a startup called Revery.ai was raising funds for its computer vision-powered technology that allows customers to choose their model to try on clothes virtually.
However, Walmart's adoption of a virtual try-on feature could prompt the broader e-commerce industry to integrate similar technology within its own websites and apps in the future.
