Walmart continues to take its fashion and apparel lines to the next level, announcing the acquisition of Zeekit, a female-founded, Israeli-based company that creates a virtual fitting room experience for shoppers.
Denise Incandela, executive vice president of apparel and private brands at Walmart, announced the acquisition in a blog post, saying the tech will be available soon for shoppers looking to virtually try on national brands, what she calls their “elevated brands” like Free Assembly, Scoop, Sofia Jeans by Sofia Vergara, ELOQUII Elements, and its other private labels such as Time and Tru, Terra & Sky, Wonder Nation and George.
The tool seems like a great fit for a fashion-forward brand like Free Assembly that Walmart developed as a line where items can be mixed and matched. Incandela said in the blog post that the virtual try-on tool will enable users to mix and match pieces, try on clothing to replicate how an item might look and fit, and share images of themselves in outfits with friends, adding a social experience. Walmart’s been using its TikTok programs to connect its apparel via social media as well, so the tech helps further a consumer’s social connection to its apparel.
Shoppers using the technology can upload a photo to see themselves in clothing or they can use a series of models that best represent their height, shape and skin tone.
Incandela said in the post that Zeekit uses real-time image processing to map a person’s image into thousands of segments, and the clothing is also processed in a similar manner that is then brought together and the equivalent points of the two are mapped into one final simulation.
“Given its scalability, we believe Zeekit’s technology can also be used to create other fashion experiences, including the ability to build the world’s largest virtual closet and mix and match clothing seamlessly,” she said. “These exciting technologies add a social element to the digital experience, allowing our customers to bring their unique personalities and preferences to shopping.”