Asos announces See My Fit augmented reality pilot

Asos is testing out See My Fit, an augmented reality tool developed in partnership with Israeli company Zeekit.

This offers customers a simulated view of a product in different sizes and on different body types. Asos is the first retailer in Europe to trial the technology.

By clicking the See My Fit button on one of the 800 dresses involved in the trial on desktop and mobile web, people can choose to view a dress on a range of 16 models in sizes 4 to 18*.

When they select a model, See My Fit digitally maps the product onto them, taking account of the size, cut and fit of each individual garment. The resulting images appear similar to real photographs. Asos says that additional models, reflecting a greater range of body types, would be introduced in any final product launch.

Tim Carey, Senior Content Manager at Asos Studios, says: “With this trial, 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.”

See My Fit follows a small test by the pureplay using Zeekit’s technology in 2018, which automatically displayed products on up to four different models.