ASOS Trialing Augmented Reality Tool

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Online fashion retailer ASOS is trialing See My Fit, an Augmented Reality (AR) tool developed in partnership with Israeli AR company Zeekit that offers customers a simulated view of a product in different sizes and on different body types.

See My Fit aims to help customers make more informed purchasing choices, by better showing how products look on models that more closely reflect individual customers. ASOS is the first retailer in Europe to trial the technology, it claims.

Customers can use the tech by clicking the See My Fit button on one of the 800 dresses involved in the trial on desktop and mobile web. ASOS customers will be able to choose to view that dress on a range of 16 models in sizes 4 to 18 (additional models, reflecting a greater range of body types to match the full width of sizing available, would be introduced in any final product launch). When a customer selects a model, See My Fit digitally maps the product onto that model in a realistic way, taking account of the size, cut and fit of each individual garment. The resulting images appear similar to real photographs.

“With this trial of See My Fit, we’re using the latest in AR technology to put the power in our customers’ hands, so they can choose to view a dress on the model that they most identify with, in a way that wouldn’t be possible using traditional model-shooting techniques,” said Tim Carey, senior content manager at ASOS Studios.

“Together with ASOS, we have a shared mission to make online fashion as personalized and easy-to-use as possible for customers,” said Yael Vizel, CEO at Zeekit. “With our patented, artificial intelligence-based AR technology powering See My Fit, we can connect the dots between what you see when shopping and what you receive at home, giving customers more confidence in purchasing the products they love.”

See My Fit follows a small earlier test by ASOS using Zeekit’s technology in 2018, which automatically displayed products on up to four different models. ASOS also introduced Fit Assistant in 2018, which uses machine learning to deliver personalized sizing recommendations for ASOS customers.

More recently, in June 2019, ASOS tested Virtual Catwalk, an AR experience allowing ASOS customers to view models as if they are walking in the room with them. More than 150,000 ASOS customers tried ‘Virtual Catwalk’ during the trial, which was only available on a selection of 90 ASOS Design products on AR-enabled iOS devices.