Asos tests an augmented reality tool to visualize a garment on different body shapes

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British e-merchant Asos announced on January 14 the launch of a new augmented reality tool. Named "See My Fit", it displays a garment worn on several body shapes. The tool was developed with the Israeli start-up Zeekit, specialist in augmented reality applied to shopping. The Review phase should last at least six weeks.

Personalize your fitting

"See My Fit" allows you to see 16 models wearing one of the 800 dresses selected with sizes that vary from 34 to 48. By clicking on the button provided for this purpose, the customer can choose the model who is closest to its measurements to visualize the selected garment. Asos explains that the tool digitally traces the selected product on the models, so that the images presented to customers appear as if they were real photographs.

The goal is to reduce order returns by maximizing the chances that the buyer can select a size without making a mistake. This reduction which would allow Asos, in addition to increasing customer satisfaction, to lower the management costs of its "return" pole. Indeed, the e-merchant displays his clothes most of the time on models that wear 38 or 40 and that are far from representing the diversity of existing morphologies.

Asos creates the virtual parade

This new solution to the "Virtual Catwalk" tests, carried out in June 2019 with the collaboration of 150,000 customers. For Asos, the virtual fashion show was a way of showing its products in a way that went beyond the simple photo. Concretely, the user had to point the camera of his smartphone towards a flat surface, then click on the "augmented reality" function of the product page to see the models appear. To offer this experience, Asos has teamed up with HoloMe, a young Londoner specializing in augmented reality.

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