Walmart launches new online clothing-trying feature to compete with Amazon

“Earlier this year, Walmart began testing the ‘ Choose My Model ’ tool on its website and app . This allows customers to select a model who is similar in height, body shape and skin tone to them, ” said Cheryl Ainoa , senior vice president of new businesses and emerging technologies at Walmart. The tool, which is powered by computer vision and artificial intelligence, shows how a garment would flow and fit on a similar body.

Currently, the new tool is still in the testing phase and is only available for select items from Walmart's exclusive brands, including Free Assembly, Scoop and Sofia Jeans. In the coming months, Walmart plans to add items from other brands, including Hanes, Levi Strauss and more.

Since the public beta test, Walmart has received a lot of feedback, both positive and suggestions. Consumers want to see more types of models. Currently, there are only 50 female models in " Choose My Model ", and Walmart said it plans to add 70 more models in the next few months.

It is understood that the tool is powered by the virtual fitting room company Zeekit, a startup recently acquired by Walmart. Prior to this, major brands and retailers including Macy's, Adidas, Tommy Hilfiger, Levi's, etc. were all customers of Zeekit.

Denise Incandela, executive vice president of Walmart U.S. apparel and private brands , said the new tools make consumers more likely to click the "buy" button, especially when faced with products that are slightly higher in price or from unfamiliar brands. She also said this also brings another benefit to Walmart: lower return rates.

Next, Walmart will also challenge the virtual try-on function, which allows consumers to upload their own photos to see if the clothes fit them, and even share the dressing results with friends to get their opinions.

Denise Incandela said: "Everything Walmart does is to increase consumers' purchasing confidence. We hope to have a first-class online shopping experience."

CNBC analysis said that Walmart's moves may also be to boost online sales growth through clothing and compete with Amazon. According to Wells Fargo research, during the epidemic, Amazon replaced Walmart and became the largest clothing retailer in the United States.

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