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Asos tests AR tool “See My Fit”

Asos tests AR tool “See My Fit”

British e-tailer Asos is experimenting with a new tool, See My Fit, which uses augmented reality to simulate pieces of clothing in different sizes fitted on different body types.

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Tailored to individual customers

See My Fit is designed to help customers to "make more informed purchasing choices", ASOS boasts in a press release. The tool will show "how products look on models that more closely reflect individual customers." ASOS claims to be the first retailer in Europe to trial the technology.

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Senior content manager Tim Carey said that the trial puts "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." The test currently concerns 800 dresses, which can be virtually fitted onto 16 models in sizes 4 to 18. However, these numbers should be increased if and when the tool will be launched officially.

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The technology behind See my Fit was made by Zeekit, a company that has worked for Asos before: in 2018, the online retailer already tested a similar, but more limited application that fitted pieces of clothing on a maximum of four models.

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