ASOS, the British online fashion and cosmetic retailer, has announced the trial of ‘See My Fit’ – an Augmented Reality (AR) tool that will allow customers to try different products in different sizes on different body types.
In collaboration with Israeli AR company Zeekit, the tool will enable the customers to shop one of the 800 dresses involved in the trial by trying them via AR on a range of 16 different models, size 4 to 18.
On selecting the model, the See My Fit tool maps the product onto the model in a realistic way, taking into account the size, cut and fit of each individual dress.
What’s fascinating is that the end result is very similar to real photographs.
Until now, the e-commerce company displayed its main collection (excluding tall petite, plus size and maternity, natch) on models of size 8-10.
Speaking about the tool, Tim Carey, Senior Content Manager, ASOS Studios, reportedly averred “With this trial of See My Fit, we are using the latest in AR technology to put thepower in our customers’ hands, so that 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.”
The company first rolled out similar initiative back in March 2018, when they experimented with Zeekit’s AR technology, the same item on 4 different models. The tool See My Fit is an extension of that service.
Yael Vizel, CEO, Zeekit stated “Together with ASOS, we have a shared mission to make online fashion as personalised and easy-to-use as possible for customers.”