Australia is considered one of the top global markets for fast fashion giant Asos.
Now the global eTailer has announced the use of augmented reality (AR) technology on its product pages, offering customers a simulated view of models wearing Asos product.
The technology will simulate real-life model photography while the retailer is choosing not to work with models during the COVID-19 pandemic.
Asos will be digitally fitting six models in up to 500 products per week.
By digitally mapping each product onto the model in a realistic way, taking account of the size, cut and fit of each garment, the technology ensures product presentation remains as realistic and engaging as possible while supporting social distancing.
Alongside this, Asos is using more ‘flat shot’ images where items are photographed on a hanger rather than a model and 'Asos Insiders' and models will continue to shoot product from homes.
The technology was trialled in January during the launch of See My Fit, which aims to help customers make more informed purchasing choices by better showing how products look on models that more closely reflect individual customers.
Asos' priority remains the wellbeing of staff and customers and this augmented reality tool will ensure Asos continues to have new items dropping each week while providing customers with realistic product images.