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- Choose My Model, a high-tech function that lets buyers choose a person similar to their height, shape, and skin tone to evaluate how a clothing item might fit, is now available at Walmart stores.
- It is the first application of Zeekit, a start-up that Walmart purchased in May for a reported $100 million.
- The next step will be a virtual try-on, in which consumers will be able to add their photographs.
- According to Denise Incandela, executive vice president of clothing and private brands for Walmart U.S., “all boils down to giving the buyer the confidence to make that purchase.”
Customers at Walmart now have another excuse to bypass the fitting room. The stern lifting may be done for them by a high-tech gadget available on the retailer’s website and mobile app rather than trying on a pile of stuff. Choose My Model is a new application that enables shoppers to choose a person similar to them in height, form, and skin tone. With computer vision and artificial intelligence, the function illustrates how a clothing item might flow and fit a person with a comparable physique.
In May, Walmart purchased Zeekit, a start-up that developed Choose My Model for an unknown sum. Choose My Model is the first deployment of Zeekit. By establishing new private labels, employing fashion designer Brandon Maxwell, and adding more national brands to its website, Walmart, the country’s biggest supermarket in terms of sales, has made a significant push into the fashion industry. The technology goes one step further by making it more straightforward for customers to see how items might appear without physically going into a store.
According to Denise Incandela, executive vice president of clothing and private brands for Walmart U.S., “all boils down to giving the buyer the confidence to make that purchase.” “We want to provide the finest online shopping experience possible, and we believe that this is the shopping experience of the future; therefore, we wanted to be the pioneers.”
She claims that the new tool increases the likelihood of buyers clicking the “purchase” button, particularly on things with a higher price point or a brand unfamiliar with. She believes it may also have an additional advantage for Walmart in the form of a decreased return rate.
Before the purchase, Zeekit’s technology was utilized by major brands and retailers, including Macy’s, Adidas, Tommy Hilfiger, and Levi Strauss & Co. Walmart is relying on clothes to generate online sales growth and to compete with Amazon, among other things. According to a study conducted by Wells Fargo & Company, the epidemic caused Amazon to surpass Walmart as the leading clothes retailer in the United States, according to a survey conducted by Wells Fargo & Company. Walmart’s e-commerce sales in the United States increased by 11 percent in the most recent fiscal year or 90 percent over the previous two years.
According to Cheryl Ainoa, senior vice president of new businesses and emerging technology for Walmart Global Tech, Walmart started experimenting with the Choose My Model option on its website and mobile app. Currently, in beta, the service is accessible on a limited number of goods across Walmart’s exclusive brands, including Free Assembly, Scoop, and Sofia Jeans, among others.
Walmart wants to expand its product offerings to include goods from other brands, including prominent names like Hanes and Levi Strauss, in the coming months.
Customers who tried the feature offered excellent comments, according to Ainoa. Still, they expressed a desire to see even more models that represent the variety of buyers, regardless of race and hair color, and whether they are petite, tall, plus-sized, or voluptuous in appearance. According to the spokesperson, the Choose My Model app began with 50 female models, and Walmart aims to add 70 in the coming months.
During the next phase of the technology implementation, consumers will submit their images to examine how apparel fits and share that photo with others to obtain their feedback on the clothes.
Ainoa said that she is looking forward to seeing the technology integrated into additional clothing items for another reason. “I just spent two hours trying on ten different pairs of pants,” she recalled doing lately.
She claims that, had she used the Choose My Model feature, she might have restricted her options down to two pairs to put on during a shop visit — or perhaps avoided making the trip entirely.