Global Courant
Photo: Google
It is often challenging to imagine how clothes will look on you before making a purchase. However, Google has introduced a solution to address this concern by bringing the fitting room experience directly to your device.
Through Virtual try-on, Google allows online shoppers to see what clothes look like on different real-life models, so they can estimate how the clothes will fit their body type and skin tone.
Lilian Rincon, senior director of product at Google, emphasized the importance of this feature, saying, “Forty-two percent of online shoppers feel unrepresented by model images and 59% are dissatisfied with an item they purchased online because it looked different than expected. Thanks to our new virtual fit tool on the search function, you can now see if an item of clothing suits you before you buy it.”
Here’s an overview of how the feature works:
Google uses a generative AI model that uses just one image of a piece of clothing to simulate the draping, folding, clinging, stretching, and formation of wrinkles and shadows on a wide variety of real models in different poses. To access the feature, users must select products with the ‘Try it out’ badge on Search and choose the model that best suits them.
Google’s fit feature includes lifelike models of various sizes, ranging from XXS to 4XL, representing different skin tones, body shapes, hair types, and ethnicities.
Initially, the feature will allow US shoppers to try on women’s tops from a variety of brands, including Anthropologie, Everlane, H&M, and LOFT.
This technology solution has the potential to expand coverage to include more brands and items over time, thanks to the Shopping Graph, an extensive dataset of products and sellers.
This expansion includes more virtual fitting options in the apparel category, including men’s tops, which is expected to launch later this year.
To improve the search experience:
Google has also introduced guided refinements to help customers find specific products when shopping online.
Within the United States, shoppers can use this feature to refine their search parameters until they find the exact item they are looking for.
Machine learning and advanced visual matching algorithms allow users to refine their search with inputs such as color, style, and pattern.
Unlike shopping in physical stores, this feature is not limited to a single retailer. Instead, users are presented with options from various online stores.
The guided refinement feature is currently available for tops and users can find it directly in the product listings.
GOOGLE’S NEW TRIAL FEATURE TAKES YOU TASTING
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