Asos surprises the fashion world with a groundbreaking innovation: the "See my Fit" tool. Customers no longer see selected dresses on just one model, but on women of different figure types. A test phase with 800 dresses is currently running in the UK version of the shop. If the test is successful, it could revolutionize the online shopping world forever.
Look at dresses on 16 different figure types
The "See my Fit" tool shows the clothes on a total of 16 different figure types. Everything from "small and tender" to "small and curvy" to "large and powerful" is included. It was also noted that some women may have slightly wider hips, while others have a larger bust size. In addition, models with different hair and skin colors were chosen so that women can also better assess whether the color of the garment suits them. All models include the body size in feet and the size of the UK dress they wear.
Different sizes thanks to augmented reality
But isn't it too much of a hassle for Asos to photograph all the clothes on 16 different models? Fortunately, the company doesn't have to. Because for the “See My Fit” tool, the online shop has teamed up with the Israeli tech start-up Zeekit. The two companies already worked together for a test in 2018. At that time, the clothes could be automatically displayed on up to four models.
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How Asos "See my Fit" works
Augmented reality technology enables garments to be digitally adapted to the body of a model in a realistic way. Not only the figure of the model is taken into account, but also the cut and the fabric of the dress. "In this test run of 'See My Fit' we give our customers the power to choose to see a dress on the model with whom they can identify most. That would not be possible with traditional model photo shoots, ”said Tim Carey, Senior Content Manager at Asos Studios in a press release.
We are excited to see how the test will be received by customers. Are the dresses actually displayed realistically on the models by the AR technology? If that is the case, it could not only lead to more sales for Asos, but also to fewer returns. After all, we would no longer have to order a dress to try on in three sizes, just to send two of them back. This would not only benefit the company, but also the environment.
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