Asos invests in AR technology with new feature

Asos is continuing its experimentation with new technology in its bid to be the first to discover the next big thing in fashion retailing.


Earlier this year, the e-commerce platform for 20-somethings launched Action on Google Assistant, allowing customers to shop with just their voice. And an AI-driven Fit Assistant was introduced to help customers get the right size when choosing from the extensive Asos online offering.
Asos’ latest venture is ‘Virtual Catwalk’, an augmented reality experience that brings the retailer’s latest styles to life. Designed in partnership with London-based augmented reality firm, HoloMe, the feature will initially run on 100 new-in ASOS Design products.
Created for iOS 11.3 devices, the feature works by pointing the smartphone at any suitable flat surface. Customers can click the ‘AR’ button on the product page in-app to view models as if they are walking in front of them.
“By allowing the consumer to bring mobile shopping into their own physical space, we can create a more intimate buying experience. We are excited to see how our technology can be used as a new way to communicate to the customer,” commented Janosch Amstutz, CEO at HoloMe.
Asos is also working on another augmented reality feature that will allow customers to view  products on different size models, giving them a better sense of how different styles might fit different body shapes.
All of this is aimed at making it easier for customers to find suitable products from the Asos website, which at times can feel overwhelming with over 85,000 items available for purchase. The fashion retailer adds a further 5,000 new items every week, which means the inventory is constantly growing.
According to research firm Gartner, there will be 100 million AR e-commerce users by 2020.

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