Walmart (NYSE: WMT) announced it is prepared to acquire Zeekit, a virtual fitting room start-up, as it expands its fashion division. The platform allows customers to virtually try-on clothing sold by the company. Financial details regarding the agreement have not yet been released.
“In an increasingly online-driven category, customers not only want variety in styles, but also an inspiring and personalized digital experience that makes shopping for apparel easy, fun and social,” Denise Incandela, executive vice president of apparel and private brands at Walmart U.S., wrote in a blog post on the Walmart website. “Virtual try-on is a game-changer and solves what has historically been one of the most difficult things to replicate online — understanding fit and how an item will actually look on you.”
Consumers will be able to upload photos of themselves or choose models with their height, shape and skin tone to represent them. The feature is meant to showcase how the clothing would fit and provide an in-store experience without having to leave your home.
“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 continued. “[Consumers] can even share their virtual outfits with friends for a second opinion. This brings an inclusive and social experience to digital shopping.”
Walmart, the largest global retailer, is popular for selling groceries, basic tees and household products. However, throughout the years it has set out to increase its profile by acquiring clothing companies such as menswear retailer Bonobos, women’s brand ModCloth and plus-sized brand Eloquii. Additionally, the company has developed its own private labels, including Free Assembly and Sofia Jeans, designed by Sofia Vergara.
Customers can visit walmart.com to use the platform.
“Right now, we’re focused on welcoming the Zeekit team to Walmart and providing them a smooth transition,” a representative said.