Walmart is launching the tool as some shoppers trim back purchases of discretionary purchases like clothing.
an activewear brand created with fashion designer Michelle Smith and SoulCycle instructor Stacey Griffith.
Its website carries more well-recognized national brands, too, like fitness footwear and apparel maker Reebok and kidswear brand Justice. Walmart has largely launched those elevated brands on its website and then added some of that merchandise to select stores. Its website drives higher average selling prices for apparel items than stores, Incandela said, so the retailer wants to make sure shoppers have fewer reasons to abandon items in their virtual shopping carts — such as struggling to pick a color or debating how a dress might fit.
So far, she said, Walmart has seen a lift from the first version of its virtual fitting room tool, "Choose My Model." She declined to say the conversion rate for purchases, but said it is higher for online shoppers who use the tool versus ones who do not.
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