In partnership with the fashion label Simkhai, select dresses will be available for virtual try-on and pre-order following the brand's Sept. 7 runway show.
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GLOGoogle Shopping has expanded its generative AI-powered virtual try-on feature to include dresses in the U.S., as part of its broader strategy to enhance online apparel shopping. This update, announced on Thursday, coincides with the start of New York Fashion Week. In partnership with the fashion label Simkhai, select dresses will be available for virtual try-on and pre-order following the brand’s Sept. 7 runway show.
Read more about the tool here.
Dresses are one of the most popular search categories on Google Shopping, making this a natural extension following last year’s introduction of virtual try-ons for men’s and women’s tops. The AI feature allows users to see clothing on a diverse range of real models, with sizes from XXS to XXXL. Shoppers can choose a model that closely resembles their body type and then proceed to purchase the apparel directly from the retailer’s website.
Google initially launched this virtual try-on feature with brands like Anthropologie, Everlane, and H&M, and now includes hundreds more, such as Boden, Staud, Sandro, and Maje. The company introduced these tools in response to customer dissatisfaction, with 42% of online shoppers feeling underrepresented by models, and 59% disappointed when items looked different on them than expected.
Since the launch, Google has found that virtual try-on images receive 60% more high-quality views, with shoppers typically trying clothes on four different models per product. This feature also increases the likelihood of users visiting a brand’s website.
Joe Kwong, head of business development at Agora, highlighted that AI and augmented reality shopping tools are transforming the industry, and Google’s recent innovations are further advancing this trend. He suggested that Google’s next steps could involve allowing users to suggest custom variations and provide feedback, or to enhance AR technology by integrating real-time motion for a more immersive shopping experience.
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Image: Google
Source: Google
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