ASOS builds on returns overhaul with hybrid virtual try-on launch

ASOS has unveiled a new hybrid virtual try-on experience, allowing shoppers to either upload their own image or select an AI-generated model that reflects their likeness, as the online retailer continues its push to boost confidence and reduce friction in the shopping journey.

Rolling out initially across around 10,000 products on the ASOS iOS app, the feature will be available to select UK and US customers before a wider expansion. Developed in partnership with AI fashion platform AIUTA, the tool enables users to see how selected pieces could look on them in just four to seven seconds.

The launch reflects growing demand for more personalised digital shopping tools. While some customers prefer uploading a real photo for familiarity, others are more comfortable using a virtual avatar that mirrors their size, shape or style. By offering both, ASOS says it is responding directly to customer feedback around choice and control.

Melissa Lim, Head of Digital Product at ASOS, said: "We know customers want the confidence of seeing how something will really look, but don't want to be pushed into doing it one way. Our hybrid approach meets them where they are, giving everyone a try-on option that feels right for them."

The move forms part of a broader strategy by ASOS to address one of online fashion’s biggest pain points: returns.

In January, the retailer introduced what it described as a first-of-its-kind returns transparency tool within its UK app, giving shoppers visibility over their individual return rate and clearer guidance on when fees apply. The update followed backlash after ASOS introduced return fees for customers with high return rates in October 2024.

Under the revised policy, customers with a return rate below 70% retain free returns. Those exceeding 70% face a £3.95 fee if they keep less than £40 worth of items from an order, while customers with return rates above 80% are subject to an additional £3.95 restocking charge.

The transparency feature shows customers their return rate in real time and issues warnings as they approach chargeable thresholds, positioning the initiative as a way to give shoppers greater visibility and control over their behaviour.

At the time, Ben Blake, EVP Customer and Commercial at ASOS, said the company remained "committed to keeping free returns available for all customers in all core markets, while ensuring we do so sustainably," adding that showing return rates offered "greater visibility and control, alongside helpful hints for shopping with confidence."

ASOS also pointed to ongoing investments in clearer sizing information, fit guidance, product videos and 360-degree imagery as part of its effort to reduce unnecessary returns.