ASOS, an online fashion retailer, has announced that it is scaling up the use of Augment Reality (AR) technology for enabling real-life model photography amidst the COVID-19 crisis.
So what’s ASOS doing! It’s joined hands with Israel-based AR and AI firm Zeekit that has developed The ‘See My Fit’ technology, which enables viewing of garments on real-life models.
The trial for the technology was started at the beginning of this year and includes viewing of 500 products on six real life models of different sizes.
This gives customers a realistic idea of the look of the garments including details like size, cut and fit. Additionally, the technology helps in better customer engagement of the customers shopping online on its website.
Moreover, it also removes the need for models to be physically present for the photoshoot in ASOS studios to maintain social distancing. The models and ASOS insiders are asked to shoot products from home in ‘flat shot’ images where products can be shot on a hanger rather than on a model.
“We’re fortunate enough to have been experimenting with Zeekit’s AR technology for a while, which has meant that we could scale this tech up at short notice,” commented, Tim Carey, Senior Content Manager, ASOS Studios.
The introduction of the tool would help them in challenging times and allow to introduce new styles each week on site. “At Zeekit, we’re excited to combine our passion and expertise for high-quality digital dress up with the care for social distancing and public health,” said Yael Vizel, CEO at Zeekit.
Furthermore, ASOS has taken a range of social distancing measures in its offices and fulfillment centres around the world.