ASOS Introduces Online Sizing Tool

ASOS has invested in new in-app sizing tool for iOS and Android devices in a bid to reduce the number of online returns coming from ill-fitting clothing.

According to the fast fashion retailer, its new sizing tool uses machine learning to help customers find their perfect fit when shopping online. Powered by Fit Analytics, the new in-app feature will provide customers with bespoke sizing recommendations on its product pages, based on previous purchases and returns. To get the most accurate sizing recommendations, customers are prompted to enter their height, weight and fit preference at the start of their shopping journey.

ASOS introduces Fit Assistant.

According to Andy Berks, the digital product director at ASOS, the new in-app feature will help customers with their purchase journey when browsing the company’s more than 87,000 branded and own-label product lines.

“We want to do all we can to make sure our customers are getting the right size, first time. This is where ASOS Fit Assistant comes in – we can now offer personalised size recommendations across ASOS collections, exclusive labels and fashion favourites. Ultimately, we’re here to make our customer’s lives easier, giving them the confidence to shop with us and minimising the risk of disappointment when their ASOS parcel arrives,” he said in a statement.

ASOS invests in digital capabilities.

The company originally made its plans for providing better ‘fit’ technology clear earlier in the year, when it announced its partnership with Zeekit, which saw the two businesses working behind the scenes to show products on different sized models, giving consumers a better idea of what clothing might look like on their own bodies.

The idea is that AR technology will be able to digitally map each piece of clothing that’s available for purchase online, by showing items on models of various sizes.

“We’re experimenting with AR to show products on different size models, so customers can get a better sense of how something might fit their body shape,” ASOS explained in a statement that was released at the time to announce its partnership with the Israeli tech start-up.

The programming reportedly takes existing photos of each piece of clothing, and models of different shapes and sizes to give buyers a better idea of what the item will look like on their specific body shape.

ASOS has been investing heavily in machine learning capabilities of late, with the online retailer also introducing its YourEdit and Style Match mobile shopping features, as well as its ‘You Might Also Like’ carousel on its product pages.

This news comes as retailers’ investments in digital capabilities are at an all-time high, with investments tipped to grow 3.6 percent in the next 12-months. In 2019, expenditure is expected to reach as much as USD$203.6 billion globally, with Aussie retailers accounting for AUD$4.9 billion of that spend and New Zealand NZ$779 million.

Cue Clothing Co is an example of a retailer upping its digital game, with the clothing business introducing its own ‘Style Finder’ digital shopping feature earlier in the year.

The fashion retailers new visual search tool allows shoppers to upload images directly from their phone or take a photo of an item they would like to purchase, which will direct consumers to the same, or similar product online.

This feature is similar to ASOS’ own Style Match feature, with The ICONIC also offering similar digital capabilities with its Snap to Shop functionality.

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