Asos trials AR app to let shoppers try on clothes online

Online fashion brand Asos is aiming to tackle one of the biggest issues for ecommerce sites and shoppers alike by trialling an augmented reality app to help customers see how garments will fit their body type before they hand over their hard-earned cash.

It is hoped that the tool, dubbed See My Fit, will not only cut down on the need for time-consuming and costly returns but will also improve the customer experience.

Developed by Israeli company Zeekit, the app works on both mobile and desktop sites and shows customers what particular garments look like on models of different body types. It allows customers to view outfits on models matching their own dress size and height by digitally replicating pictures of dresses over images of different models.

The trial includes 800 dresses on the site, and each can be seen on 16 different models who range from a size four to a size 18.

Asos Studios senior content manager Tim Carey said: “With this trial, 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.”

Zeekit 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 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.”

Late last year, Asos appointed its first chief growth officer, charged with integrating activity with data analytics, customer experience and strategic planning.

In the first of a number of key appointments, the beleaguered retailer has recruited Robert Birge to the role; he will lead a marketing team of 170 people and a customer care operation of more than 1,200, reporting to chief executive Nick Beighton.