Asos has launched a trial of a new tool on its site that allows shoppers to see what their clothing selections would look like on different body types.
The “See My Fit” feature is an augmented reality tool that has been created in collaboration with Israeli AR company Zeekit.
It provides online shoppers with a simulated view of what an item of clothing would look like on models of various sizes, in order to better reflect the body types of individual customers.
The See My Fit button is currently available to use when viewing one of 800 selected dresses.
When used, the feature offers a view of 16 models wearing the same dress who range in size from a four to an 18, and in height from 5’ 1’’ to 5’ 9’’.
Asos explains that the tool digitally maps the selected product onto the models, so that the images shown to customers appear as though they are real photographs.
“With this trial of See My Fit, we’re using the latest 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,” said Tim Carey, senior content manager at Asos Studios.
Yael Vizel, CEO of Zeekit, added that using AR technology with the trialled feature can provide customers with “more confidence in purchasing the products they love”.
Several social media users praised the new tool, commending the online retailer for its use of the augmented reality feature.
“This would absolutely revolutionise online shopping,” one person tweeted.
“This feature would be unreal when looking for jeans, I can never find the perfect pair because of the length,” another wrote.
Asos has informed The Independent that the trial is due to run for at least six weeks, although the retailer does not yet know when it will decide whether or not to make the feature permanent.
In April 2019, the fashion retailer was criticised for using bulldog clips to alter the fit of clothing on its models.
A Twitter user shared a series of images taken from the website of a model wearing a blue dress, which was being visibly cinched at the waist by clips.
An Asos spokesperson apologised on the social media platform, saying that the issue was going to be raised with the company’s “specialist team”.
