Asos has launched a new augmented reality (AR) app allowing users to see what items look like in different sizes and on different body types.
‘See My Fit’ is being trialled by the online fashion giant with 800 dresses across its desktop and mobile platforms.
Developed in partnership with Isreali AR company Zeekit, the tool will allow shoppers to click on the See My Fit button to view the product on a range of 16 virtual models in sizes four to 18.
See My Fit will digitally map the product onto whichever model the user thinks most represents their body shape, presenting a near photorealistic image.
“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,” Asos studios senior content manager Tim Carey said.
Zeekit’s chief executive Yael Vizel 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.”