Daily Insights

Virtual Retail Reality

By: Mackenzie Baker | May 21, 2020

Asos is appealing to its at-home shoppers with an updated virtual shopping experience.

The online fashion retailer is embracing augmented reality (AR) to sell new products to home-bound customers. As the Coronavirus pandemic leaves studio photoshoots unsafe, Asos is working around the typical in-person shoots by employing AR technology to virtually fit models with new clothing. The brand is utilizing the technology for 500 products, which will be digitally fitted to six different models to give consumers a better idea of an item’s shape. The new product launch is a continuation of an AR campaign launched in January, which allowed consumers to see items on a model whose body type was similar to their own. 

AR technology could provide consumers with a better understanding of a product before purchase, which could in turn help curb returns. Brands are facing increased item returns during the pandemic as people cannot try-on clothes before purchasing like they could at a brick-and-mortar store. Despite the monetary negatives of e-commerce returns, it does present the opportunity for brands to collect and refine customer data and create a positive customer experience, according to a Gartner report on the topic. However, with Asos’ varied model options, customers could be guided to the right fit, making for more realistic purchases and fewer e-commerce returns. An added benefit of using AR modeling during the pandemic is Asos can continue releasing new, seasonal products online while keeping staffers and customers safe. 

Debuting new clothing during this time could help Asos make up for some of the economic loss it’s faced throughout the pandemic. Utilizing AR could also start to change consumer behaviors towards digital fitting technology as the practice brings products to life in a safe, realistic style.