Walmart unveils enhanced virtual fitting room tool

Walmart is entering what it says is the “next phase” of its virtual try-on experience.

The discount giant has launched “Be Your Own Model,” a virtual try-on tool that allows customers to use their own photo to help visualize how clothing will look on them. The feature, which Walmart said is the first virtual try-on experience for apparel brands at scale, also has a gamification element.

The new tool is the latest version of  a virtual fitting room solution, called “Choose Your Own Model,” that Walmart launched earlier this year. The tool uses technology from Zeekit, a start-up Walmart purchased in 2021, whose platform uses augmented reality to allow shoppers to virtually try on clothes.

The technology supporting Walmart’s new fitting room tool leverages algorithms and machine learning (ML) models originally utilized in developing topographic maps to show how an item of clothing will look on a customer. Rather than laying a photo of an item on top of another image, it provides a simulation with shadows, fabric draping, and where clothing falls on a customer’s figure in seconds. The technology captures all variations, including color, size and sleeve length, and shows how they look uniquely on each individual.

If an item is enabled for virtual try-on, customers will see the “Try It On" button on the item page and have the option to view clothing on themselves (Be Your Own Model) or another model (Choose My Model). To use the Be Your Own Model feature, the customer will be prompted to take a picture of themselves within the Walmart iOS app. Once an image is saved, the customer will be able to view themselves as the model each time they use the virtual try-on experience.

The feature is now available on more than 270,000 items across Walmart’s portfolio of private label brands, including Free Assembly, Scoop, Sofia Jeans and Sofia Active by Sofia Vergara, Love & Sports, Eloquii Elements, Time & Tru, Athletic Works, Terra & Sky, No Boundaries, Avia, and The Pioneer Woman.

Select items from some national brands sold by Walmart, such as Champion, Levi’s and Hanes, as well as some items sold by third-party sellers on the Walmart Marketplace, are also part of the new experience.   

“We believe the largest and closest store to our customers is the one in their pockets,” Denise Incandela, executive VP, apparel and private brands, Walmart U.S., said in a corporate blog post. “With both virtual try-on experiences now live, Walmart continues to offer customers an unparalleled experience that makes it easier to shop for clothes online.

The new feature is currently rolling out to iOS users of the Walmart app. Shortly, iOS users will also be able to take their image in the Walmart app to use the feature on desktop or web. It is scheduled to be available on Android devices in the coming weeks.