British e-tailer Asos is experimenting with a new tool, See My Fit, which uses augmented reality to simulate pieces of clothing in different sizes fitted on different body types.
Tailored to individual customers
See My Fit is designed to help customers to "make more informed purchasing choices", ASOS boasts in a press release. The tool will show "how products look on models that more closely reflect individual customers." ASOS claims to be the first retailer in Europe to trial the technology.
Senior content manager Tim Carey said that the trial puts "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." The test currently concerns 800 dresses, which can be virtually fitted onto 16 models in sizes 4 to 18. However, these numbers should be increased if and when the tool will be launched officially.
The technology behind See my Fit was made by Zeekit, a company that has worked for Asos before: in 2018, the online retailer already tested a similar, but more limited application that fitted pieces of clothing on a maximum of four models.