ASOS has become the first retailer in Europe to trial a new Augmented Reality (AR) tool that offers consumers a simulated view of a garment in different sizes and on different body types to help drive more informed purchases.

Developed in partnership with Israeli AR company Zeekit, See My Fit acts to better show how clothes look on models that more closely reflect individual customers. 

Simply by clicking the See My Fit button on one of the 800 dresses involved in the trial on desktop and mobile web, Asos customers will be able to choose to view that dress on a range of 16 models in sizes 4 to 18.

When a model is selected, See My Fit digitally maps the product onto that model in a realistic way, taking account of the size, cut and fit of each individual garment. The resulting images appear similar to real photographs, Asos said.

“With this trial of See My Fit, 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,” explained Tim Carey, senior content manager at Asos Studios.

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

Yael Vizel, CEO at Zeekit, added: “Together with Asos, we have a shared mission to make online fashion as personalised and easy-to-use as possible for customers.

“With our patented, artificial intelligence-based AR technology powering See My Fit, we can connect the dots between what you see when shopping and what you receive at home, giving customers more confidence in purchasing the products they love.”

The trial is the latest in a series of moves by Asos to help customers make more informed purchasing choices.

In 2018, the retailer introduced Fit Assistant which uses machine learning to deliver personalised sizing recommendations, and in June 2019, it tested Virtual Catwalk, an AR experience allowing customers to view models as if they are walking in the room with them. 

Asos said additional models, reflecting a greater range of body types to match the full width of sizing available on its website, would be introduced in any final product launch for See My Fit.