ASOS trials "See My Fit" Augmented Reality tool

ASOS is trialling a new tool that enables shoppers to view products in different sizes on different body types.

The See My Fit tool was developed by Israeli AR company Zeekit and its aim is to help shoppers 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 is available to use on 800 dresses on desktop and mobile web during the trial. Customers are able to see the dresses on a range of 16 models in sizes 4 to 18. However it says a wider range of sizes would be made available 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.

Tim Carey, Senior Content Manager at ASOS Studios, said: “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.”

Yael Vizel, CEO at Zeekit, added: “Together with ASOS, we have a shared mission to make online fashion as personalised and easy-to-use as possible for customers. 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.”

The trial of See My Fit follows the launch of Fit Assistant in 2018, which uses machine learning to deliver personalised 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.