Could 17, 2021
Walmart has been on a multiyear journey to up its trend cred and the most recent milestone is final week’s announcement that it’s buying Zeekit, a digital becoming room expertise agency.
Denise Incandela, EVP of attire and personal manufacturers, who’s main the trouble for Walmart’s U.S. enterprise, mentioned the acquisition was an vital step as extra customers store for clothes on-line and “not solely need selection in kinds, but in addition an inspiring and customized digital expertise that makes searching for attire simple, enjoyable and social.”
Ms. Incandela, writing on a company blog, known as the digital try-on expertise “a game-changer” that addresses one of many largest challenges in relation to promoting garments on-line. The tech is not going to solely present Walmart’s clients with a way of how nicely an merchandise will match however the way it “will really look” on them.
The expertise opens up a possibility for Walmart to “ship an inclusive, immersive and customized expertise for our various buyer base,” she writes.
The digital becoming room expertise is predicted to assist Walmart develop gross sales of nationwide manufacturers comparable to Champion, Free Folks and Levi’s Strauss, in addition to its rising lineup of owned labels, which now embody ELOQUII Parts, Free Meeting, George, Scoop, Sofia Denims by Sofia Vergara, Terry & Sky, Time and Tru, and Surprise Nation. The retailer additionally has a rising partnership with thredUP to promote second-hand clothes.
Buyers on Walmart.com can have a alternative of importing a private photograph or selecting from mannequin avatars that approximate their peak, form and pores and skin tone to judge how a chunk of clothes will look on them. The thought is to return as shut as doable to replicating the expertise that clients discover when making an attempt on garments at in-store becoming rooms or at dwelling.
The expertise additionally allows customers to share their digital outfits with others to get further opinions earlier than they make a purchase order.
Ms. Incandela writes that Walmart was interested in Zeekit because of its observe document working with prime clothes manufacturers and retailers.
“Given its scalability,” Ms. Incandela wrote, “we imagine Zeekit’s expertise will also be used to create different trend experiences, together with the power to construct the world’s largest digital closet and blend and match clothes seamlessly. These thrilling applied sciences add a social aspect to the digital expertise, permitting our clients to convey their distinctive personalities and preferences to buying.”
DISCUSSION QUESTIONS: What is going to the addition of digital try-on expertise imply for Walmart’s clothes enterprise? What do you assume Denise Incandela is envisioning when she talks about “different trend experiences” that will likely be created by the expertise?
“Digital try-on expertise can’t save Walmart’s clothes cred.”