Asos boosts Zeekit augmented reality partnership amid coronavirus outbreak

Asos has ramped up its use of augmented reality technology to simulate real-life model photography in response to the Covid- 19 pandemic.

Using technology developed by Israeli firm Zeekit and trialled at the start of the year in See My Fit, the pureplay will be offering customers a simulated view of up to 500 products each week on six real life models.

It says that by digitally mapping each product onto the model in a way that takes account of the size, cut and fit of each garment, the technology ensures product presentation remains as realistic and engaging as possible while supporting social distancing by removing the need for models to enter the Asos Studios.

“We’re fortunate enough to have been experimenting with Zeekit’s AR technology for a while,which has meant that we could scale this tech up at short notice,” says Tim Carey, Senior Content Manager at Asos Studios.

“It’s a great tool for us to have at our disposal, helping us drop new items on site each week and provide customers with realistic product images in a studio setting, while protecting the wellbeing of our models and staff.”