Google introduces app that lets you try before you buy
Try-before-you-buy AI assistants are becoming increasingly popular with retailers, letting shoppers see how clothing and accessories look without having to leave home. However, Google has one-upped them with a fashion discovery and styling app called Doppl.
This experimental AI app from Google Labs doesn’t limit users to just one shop’s offerings. Doppl instead curates entire looks and lets users upload items they’ve picked out and would like to see on themselves. It’s available in the US on both iOS and Android.
To get started, a user answers a few questions about their style, chooses from a few suggested outfits, and then uploads a full body photo of themselves. Those who don’t feel comfortable uploading a photo can choose an AI-generated model instead. They’ll then be presented with looks in a Discovery feed. Within it, Doppl will provide recommendations, so users can discover new clothing they might not have seen before, and virtually try on items. The feed includes AI-generated videos of actual products and, according to Google, nearly everything in it is shoppable, with direct links to merchants.
Users aren’t limited to the suggestions Doppl presents. They can upload images of clothing to try on. There are some exceptions, like bathing suits, lingerie, shoes, and accessories. Sheer clothing that violates Google’s generative AI policies is not allowed, and users must be 18 or older.
Doppl goes a big step beyond Google Chrome’s Shopping tab, but it’s not alone in AI-powered virtual try-on.
A trend that’s taking off
Luxury brands have begun adding it to elevate the shopping experience. According to Fytted, Gucci has partnered with Wanna Kicks to introduce an AR sneaker try-on that lets customers see what the latest releases will look like on them. Dior is offering something similar, using virtual try-on for both sunglasses and makeup to create what is described as a “seamless beauty-to-fashion experience.” Fytted also noted that Louis Vuitton and Prada are experimenting with AR try-on features for accessories.
Mass-market retailers and department store chains have similar features. Recently, Walmart acquired ZeeKit, which enabled the grocery chain to implement a wide-scale virtual try-on across apparel categories. ASOS recently launched a Virtual Catwalk feature to show clothes on different model types. Retailers H&M and Target have also started implementing virtual try-ons across each brand’s online presence, with Target using the technology for beauty products and home goods, while H&M is piloting virtual try-ons in select markets.
Athletic brands are in on it, too, with Nike’s Fit app offering AR shoe sizing and try-on with advanced foot measurement. Adidas has integrated a similar feature into its mobile app for popular sneaker models.
While Google is more of a follower than a leader with this trend, it could have the clout needed for Doppl to become a fashion star.
