Asos ramps up roll out of AR ‘See My Fit’ app to help protect the “wellbeing of our models and staff”
Thu 07/05/2020 – 15:47
Asos is dramatically accelerating its augmented reality (AR) “See My Fit” roll out, allowing users to accurately see what items look like in different sizes and on different body types.
First launched in January, Asos’ AR tool digitally maps its products to 16 different real-life models with different heights and body shapes, ranging from size four to 18.
Now Asos says it will digitally map hundreds of products to six different models every week, ensuring “product presentation remains as realistic and engaging as possible while supporting social distancing by removing the need for models to enter the ASOS Studios.”
This technology is enabling models and staff to be able to shoot products from their homes during lockdown and still create a realistic representation of the garment for shoppers.
The initiative first launched with just 800 products mapped, now Asos says it will ramp this up significantly to 500 products every week.
“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,” Asos Studios’ senior content manager Tim Carey said.
“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.”