Asos trials AR tool See My Fit

Asos has started a test with See My Fit, an augmented reality tool that shows a product in different sizes and on different body types. Asos is the first retailer in Europe to test the technology.

The See My Fit tool comes from Zeekit, an Israeli AR company which partnered with Asos before. In 2018, the company approached Asos to use its virtual try-on technology, which enables the online fashion retailer to show different sized models wearing each product, but without shooting all these pictures. It just virtually dresses up the models.

“With no announcement or hoopla, Asos added the additional Zeekit model simulations to their product pages, and the results have been quite exciting!”, the Israeli company wrote. Now, the popular online fashion retailer has announced the trial of Zeekit’s AR tool See My Fit, which is basically an improved version of the technology used in 2018.

View a dress on 16 different models

“See My Fit aims to help customers make more informed purchasing choices, by better showing how products look on models that more closely reflect individual customers. Asos is the first retailer in Europe to trial the technology”, it writes. Customers can click the See My Fit button on one of 800 dresses that are involved in the experiment and will then be able to choose to view that dress on a range of 16 models.

‘Images look like real photographs’

The pictures of models wearing a dress are generated, but Asos ensures the images appear similar to real photographs.  “See My Fit digitally maps the selected product onto a selected model in a realistic way, taking account of the size, cut and fit of each individual garment.”

Asos likes to try out new technologies

Asos is no stranger to testing innovating technologies in its online fashion store. It introduced Fit Assistant in 2018, which use machine learning to give personalized sizing recommendations to its customers. And in June last year, the British company tested Virtual Catwalk, an AR tool that let customers view models as if they were walking in the room with them.