ASOS steps into augmented reality with "Virtual Catwalk"

ASOS has today unveiled its first AR (augmented reality) experience, Virtual Catwalk, which bring its looks to life and is now available on its app.

The AR test, which works with iOS 11.3 devices and above globally, will run on 100 new-in ASOS Design products. By pointing their smartphone camera at any suitable flat surface and clicking the "AR" button on the product page in-app, customers will be able to view models as if they are walking in front of them.

The technology was developed in partnership with London-based augmented reality firm, HoloMe. its CEO Janosch Amstutz: “By allowing the consumer to bring mobile shopping into their own physical space, we can create a more intimate buying experience. We are excited to see how our technology can be used as a new way to communicate to the customer.”

The test is part of ASOS’ ongoing experimentation with new technology. In recent months, ASOS has launched an Action on Google Assistant, allowing customers to shop with just their voice, and has introduced an AI-driven Fit Assistant to help customers get the right size, first time. The online retailer is also trialling other AR features, including a tool which allows customers to view products on different size models, so customers can get a better sense of how something might fit their body shape.