ASOS’ Strut Down the Virtual Catwalk

Ally Feiam By Ally Feiam | 28 Jun 2019

Augmented Reality is so hot right now, thanks to ASOS’ latest launch of a virtual catwalk. In its first stint into AR, the online fashion store has announced the launch of ‘Virtual Catwalk’, a service that allows consumers to see models wearing the pieces of clothing.

The service can be found on the ASOS app on iOs 11.3 devices and higher, and currently only available to use with the latest release of ASOS Design clothes.

To access the Virtual Catwalk service, the user will have to place their phone on ‘any suitable’ flat surface and press the ‘AR’ button on the product page. The customers will then be able to see the model walking in front of them as if they’re in the same room.

The AR platform was released following a partnership with London-based AR firm, HoloMe. “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,” explained Janosch Amstutz, CEO of HoloMe.

The platform is out for the public to try, with one hundred ‘new-in’ ASOS Design items available for use. The AR ties in with ASOS’ experimentation with new shopping technology, such as the recently launched Action on Google Assistance. This allows customers to shop using their voice, with an AI-driven ‘Fit Assistant’ to allocate the right size on the first go.

ASOS has been praised for including a diverse range of model sizes, as well as stopping the heavy retouching process on product photos. Not only does this support a healthy body image to the consumers, but it also provides shoppers with a realistic and authentic view of the item they wish to purchase.

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