Asos trials See My Fit AR tool covering wide size range

By

Sandra Halliday

Published
Jan 14, 2020

Fashion e-tail giant Asos on Tuesday said it’s trialling See My Fit, an augmented reality (AR) tool developed in partnership with Israeli specialist Zeekit. It offers customers a “simulated view of a product in different sizes and on different body types”. Asos is the first European retailers to use the tech.

The big challenge for e-tail at present is to give customers a better view of what clothing will look like on their bodies before they have a chance to touch, feel and try it on. This should reduce the huge number of returns that e-tailers have to deal with and there are lots of tech specialists out there working on such products.

See My Fit “aims to help customers make more informed purchasing choices, by better showing how products look on models that more closely reflect individual customers,” Asos said. 

The e-tailer is including 800 dresses in the trial and to use the tech, customers have to click the See My Fit button on one of the dresses, either via desktop or mobile web. Shoppers will be able to choose to view that dress on a range of 16 models in sizes 4 to 18.

The company said that “when a customer selects a model, See My Fit digitally maps the product onto that model in a realistic way, taking account of the size, cut and fit of each individual garment. The resulting images appear similar to real photographs”.

The Israeli company had taken part in a smaller Asos trial back in 2018 but this had only displayed products on up to four different models. Asos introduced its own Fit Assistant that same year, which uses machine learning to deliver personalised sizing recommendations for its customers. 

Last summer, it also tested Virtual Catwalk, an AR experience allowing customers to view models as if they’re walking in the room with them. More than 150,000 customers used it during the trial, which was available on a selection of 90 Asos Design products on AR-enabled iOS devices.