Why does Walmart count on the virtual fitting room to improve the e-commerce experience?
In May 2021, U.S. retail giant Walmart acquired startup Zeekit, the company that develops virtual clothing fitting technology.
Thanks to this technology, the start-up was working with retail giants such as Macy's, Asos, Tommy Hilfiger or Adidas.
About 1 year after the acquisition, consumers can enjoy the live virtual fitting experience on the Walmart e-commerce site and app :
Consumers can use a "Choose my model" call to action to choose between different proposed mannequins.
Users must first select between XS and XXXL, then a size between 157 and 187 cm.
Choose my model is available for a selection of brands like ELOQUII Elements, The Pioneer Woman or Sofia Jeans by Sofia Vergara
Consumers need to project themselves in what they buy
The biggest problem with e-commerce for consumers is the difficulty for them to know how the garment will look on them once received.
It is nowadays very difficult for a fashion client to know in detail the cut of a garment. It is possible to see the model from different angles and via different shootings, but none of them will really compare to the rendering of the garment on her body.
Moreover, each human being is different and has different characteristics, whether it be height, weight, measurements or even skin color.
However, on e-commerce fashion sites, only one model is proposed as a model.
There is a need for the fashion industry to make the online experience more inclusive and bring more diversity.
These new virtual fitting technologies respond to these issues: consumers can identify themselves in the mannequins that represent them and enjoy seeing mannequins that look like them.
Virtual fitting room will help fashion e-commerce to increase their sales
Virtual fitting improves the user experience on e-commerce. With this technology, consumers can now identify and project themselves in the mannequins they see.
This new way of browsing will increase sales in several ways for e-tailers:
The virtual fitting room: a new e-commerce experience
The virtual fitting room: a new e-commerce experience
We can take the immersive experience a step further by recreating all the options of a virtual fitting room. For example, we can give shoppers the opportunity to try on several garments at the same time to visualize a complete outfit, thanks to a mix&match system.
Veesual has developed a virtual fitting room for a young French designer, Marine Henrion:
https://marinehenrion.com/en/mix-and-match/
In this e-commerce experience, shoppers are invited to choose the model that best suits their body type. They can then compose complete looks with any piece from the collection, but also modify these looks at any time to see other pieces together with mix&match.
In terms of advantages, a virtual fitting room brings :
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