Walmart is rolling out a new digital tool aimed at bringing the fitting room into shoppers’ homes.
The big box giant’s new feature allows customers to choose a model that most resembles them and see how a piece of clothing looks superimposed on that person’s body.
The launch comes nearly a year after Walmart acquired virtual fitting room platform Zeekit. The retailer says it has more virtual try-on tools in the works that make use of that startup’s technology.
“One of the most frustrating aspects of shopping for clothes online is understanding how an item will actually look on you,” Walmart’s evp of apparel and private brands, Denise Incandela, said in an announcement. “With Zeekit, our goal is to deliver an inclusive, immersive and personalized digital experience that will better replicate physical shopping.”
Walmart’s Choose My Model tool will be available on the retailer’s app and website. It currently offers 50 different models from which to choose in a range of skin tones and hair colors and sizes XS to XXXL. Incandela said Walmart plans to expand this selection to 70 models in the coming weeks.
The feature is currently only available for Walmart’s private label and exclusive brands, but the company says it is in the process of adding national brands, starting with Levi’s and Hanes soon.
The rollout comes as augmented reality try-on features and other virtual fitting room tools have seen greater popularity among retailers as quarantine store closures and stay-at-home orders have made it harder for shoppers to physically handle products. Market Research Future expects that growth to continue apace beyond the pandemic with a projected annual rate for the virtual dressing room industry of around 15% through 2025.
Walmart said it is already in the process of adapting Zeekit’s try-on tools to build a new fitting room feature that will employ AR to superimpose products on shoppers’ own bodies for its women apparel selection some time in the coming months.
