ASOS Takes Fitting Rooms Online By Letting You Try Clothes On Different Bodies
Images via ASOS
One of the greatest pains of shopping for clothes online is not being able to visualize how they would look on your body. Customers have suffered the brunt of this limitation for years—you’ve likely come across nightmare stories of garments that hilariously look nothing like the picture. The responsibility also falls on retailers to honor the growing demand for diverse sizes and fits.
At long last, ASOS has brought the concept of fitting rooms to the digital world with See My Fit, its new AR tool developed with Israeli-based AR firm Zeekit, which simulates various outfits on different body types.
While the feature is presently on trial, the fast fashion retailer says it’s already available on 800 dresses in sizes four through 18.
What’s interesting is that ASOS’ models were not brought in to put on the clothes. Instead, the garments are digitally mapped onto their bodies while taking the individual products’ specific sizes, cuts and fits into account, resulting in pictures that “appear similar to real photographs,” ASOS explains in a press release.
ASOS hopes that the AI tool will help shoppers make more informed purchasing decisions.
“We’re using the latest in 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,” explains Tim Carey, Senior Content Manager at ASOS Studios.
A smaller test was piloted back in 2018 on four models. ASOS has since expanded the program to feature 16 women representing several body types and sizes.
See My Fit is the latest to join ASOS’ collection of tools that help customers better imagine its clothes on their bodies. The company introduced Fit Assistant in 2018, which delivers customized sizing recommendations to fit customers’ unique measurements. In June 2019, it rolled out Virtual Catwalk, which lets visitors visualize models as if they are walking in the room with them.
To access the newest feature, check out any of ASOS’ currently compatible pieces via your desktop, and then click on ‘Models’ on the left side of the product page.
ASOS emphasizes that if your size isn’t available yet, fret not, as more models to match its “full width of sizing” will be available in its complete integration of See My Fit.
Screenshot via ASOS
Screenshot via ASOS
Screenshot via ASOS
Screenshot via ASOS
[via Tyla, images via ASOS]
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