Popular online European retailer ASOS announced that they will be launching a trial feature called “See My Fit” that will use AR to help make online shopping a little easier.
Asos is teaming up with Israeli augmented reality company, Zeekit, to bring this feature to life. To use the feature, you simply select the item you want to “try on,” choose which model’s body type most resembles yours, and then the AR technology will map the outfit onto their body, taking into account the size, cut, and fit of each individual item. They claim that they are the first European company to take this technology to trial.
The goal of the technology is to help customers make better decisions while they are online shopping. The AR shows them how products look on bodies that actually look like theirs. How many times have you bought something online that looks amazing on the model, but then you try it on and look like a baked potato? That’s what ASOS is trying to avoid.
There are 16 models available in the trial, ranging from size 4 to 18.
In addition to a more seamless customer experience, it should actually save money for the company, too. Returns aren’t free for companies, even if they are for customers, and when there’s an average return rate of around 20% for online purchases, it’s definitely an expensive problem worth solving. If customers can make more informed buying choices, ASOS hopes this will cut down on these costly returns.
This isn’t Asos’s first venture into new technology. In 2018, they worked with Zeekit to automatically display their clothing on up to four models to demonstrate how they sit on different body types. That same year, they also launched the Fit Assistant, which used machine learning to give personalized recommendations to shoppers. In 2019, they piloted the Virtual Catwalk with 90 products, where shoppers could see models walking as if they were right in the room with them.
Though this is just a trial of 800 dresses right now. If successful, they plan to expand the range of products and provide a wider range of models and body types.
If you’re interested in more ways companies are shaking up the try-on experience, make sure you check out our blog post where we explore how one company is bringing the try-on experience into your home.
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Hannah Michelle Lambert is the Digital Marketer at Worthix, as well as the host of the monthly CX News Recap segment. She is a graduate of the University of Michigan.