ASOS has over 23 million users worldwide and is rolling out a new AI-powered feature on its app that could change the way you shop.
ASOS is introducing a game-changing update to its app that could transform the online shopping experience.
The retailer, which features big fashion and beauty names including Nike, Charlotte Tilbury and New Balance, boasts more than 23 million users worldwide.
In recent years, the platform has been working to reduce the volume of returns made by shoppers. Now, it’s unveiled an innovative feature on its iOS app enabling customers to virtually ‘try on’ garments.
Through AI technology, fashion fans can view a model resembling themselves, getting a preview of how items will look before making a purchase.
Shoppers have the option to upload their own photograph, or select an AI-generated virtual model that mirrors their appearance. This development will be good news for those looking for ways to visualise products on themselves before committing to spending money.
It’s entirely up to individual preference whether you opt for the virtual representation – reflecting your size, physique or style – or choose to upload your own image, reports the Express.
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According to a statement on the ASOS website: “This hybrid model reflects ASOS’ focus on removing friction from fashion and giving every customer more confidence at checkout. By offering two distinct ways to try-on virtually, ASOS is responding directly to what shoppers say they want; more choice, more control and a more personal experience.”
The virtual try-on technology will debut through a collaboration with AI fashion platform AIUTA, featuring approximately 10,000 items on the ASOS iOS app. Initially, the functionality will be rolled to select customers in the UK and US before it’s more widely available.
With each session loading in seven seconds or under, the aim is to keep shoppers engaged and provide reassurance that garments will look flattering before proceeding to checkout.
Melissa Lim, head of digital product at ASOS, commented: “We know customers want the confidence of seeing how something will really look but don’t want to be pushed into doing it one way. Our hybrid approach meets them where they are, giving everyone a tryon option that feels right for them.”
That said, ASOS noted that the computer-generated preview should serve purely as a shopping aid and might not exactly reflect size, colour, proportions, or fit.
Any photographs uploaded remain on your device for 28 days, or until the app is reopened, at which point they’re permanently deleted.
Users must also be 16 years of age or older to access the virtual try-on capability.
