ASOS is the latest fashion brand to be more size inclusive – with the help of augmented reality, customers can now see how clothes look on a variety of body types using the “See My Fit” tool.
“We’ve digitally fitted 16 models in our best dresses, showing two body types for each size,” the reads the site for the British digital retailer. “So, it’s easier to imagine how each one might look on you – and easier to find your perfect piece! Think of it kinda like a fitting room, but without the bad lighting and the pushy shop assistant.”
— ASOS (@ASOS) January 15, 2020
The virtual tool is introduced in collaboration with Israeli tech company Zeekit. ASOS states on the website that this is a trial period and they are working on adding more sizes to the roster. Currently, items in the trial are available from U.K. sizes 4 to 18, with models ranging in height from 5’1” to 5’9”. The test period will be running for six weeks, according to the Independent.
Good American, Khloe Kardashian’s denim and apparel brand, introduced a similar virtual try-on tool last year, allowing customers to see items on models of varying heights and sizes.
The bridge between size inclusivity and virtual development is growing rapidly, but brands are still working on step one of the equation. Aritzia also recently announced they would reveal a wider selection of sizes in their Babaton line, ranging from U.S. 00 to 18, on a trial basis. Other brands that have introduced extended sizing recently include Reformation, For Love & Lemons and Anthropologie.
Reception from the public regarding the “See My Fit” tool seems positive so far:
— inside life. (@african_delight) January 14, 2020
ASOS is consistently ahead of the game on insuring customers can see their product in use and on different body types. https://t.co/nSYZAgaG11
— Chris Paul Thompson (@chrispimages) January 14, 2020
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