Google introduces virtual clothing trial feature in the United States for online shopping experiences.
Google Shopping has expanded its virtual try-on feature to include dresses, marking a significant step forward in the world of online shopping. This innovative technology, which manipulates images of clothing to showcase items on a diverse set of real models, ranging in sizes from XXS-XXXL, is now available for hundreds of brands across the web.
The move is aimed at addressing dissatisfaction with online shopping due to unrepresentative images of models. By allowing users to virtually try on dresses before purchasing, Google Shopping hopes to benefit both shoppers and brands.
According to Joe Kwong, head of business development at software firm Agora, Google's latest AI upgrades are pushing the trend of artificial reality shopping tools further. Kwong believes that the addition of dresses to the virtual try-on feature is a testament to Google's commitment to making online shopping more innovative and convenient.
Shoppers are more likely to visit a brand's site after viewing virtual try-on images on Google. On average, people try on clothes using four models per product on Google's virtual try-on feature. Users can choose a model that best aligns with their body and click on a retailer's site to buy the apparel.
Notably, select dresses will be available for virtual try-on and pre-order following the Simkhai label's Sept. 7 runway show. This feature coincides with the start of New York Fashion Week, further emphasizing Google's commitment to the fashion industry.
Dresses are one of the most-searched apparel categories on Google Shopping, making the addition of virtual try-ons especially relevant. Brands such as Anthropologie, Everlane, H&M, Boden, Staud, Sandro, and Maje are among those included in Google Shopping's virtual try-on feature.
Last year, Google Shopping introduced virtual try-ons for men's and women's tops. Kwong suggests that the next big step for Google could be letting users suggest unique variations and send feedback to sellers, further personalizing the shopping experience.
Since the introduction of virtual try-on features by Google Shopping in 2023, brands like L'Oréal, MAC Cosmetics, and Ray-Ban have added virtual try-on options. Google Shopping's virtual try-on images on Search receive 60% more high-quality views, indicating a growing interest in this technology among shoppers.
As Google continues to innovate in the realm of artificial reality shopping tools, it's clear that the future of online shopping is becoming more immersive and personalized. With the addition of dresses to its virtual try-on feature, Google Shopping is making strides towards bridging the gap between online and in-store shopping experiences.
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