Dive Brief:

• Asos last week introduced augmented reality technology on its product pages, which will enable shoppers to see simulated views of models wearing the retailer's products, according to a company press release emailed to Retail Dive.
• The AR technology, developed in partnership with AR and AI company Zeekit, enables consumers to see how items fit on models, per the company's statement. The retailer will use the technology to digitally fit six models in up to 500 products per week, allowing customers to gauge items based on the size, cut and fit of each garment.
• Asos cited the COVID-19 outbreak as the reason why it's not currently working with models in its studios. The retailer is also using flat shot images and product shots from models' homes, according to the press release.

Dive Insight:

Asos began testing its AR technology in January as part of the launch of See My Fit. The tech aims to help customers make purchases by exhibiting how products fit on models. The effort may help curb returns, which have been an ongoing problem for online retailers. Per a December report from the customer experience platform Narvar, the most common reasons consumers return online purchases are because the product was the wrong size, fit or color.

Additionally, the ability to showcase fit via technology during the COVID-19 outbreak means that the apparel retailer can highlight products while adhering to safety measures. The retailer noted that it's prioritizing the safety of staffers and customers as it continues to release new products during the pandemic with an emphasis on "realistic product images."

Now that the coronavirus outbreak has compelled retailers to temporarily close, non-essential retailers are experimenting with ways to reach and service consumers online. Before and during the pandemic, companies like Ikea, Kendra Scott and Shopify were testing out and introducing AR tools to help customers visualize products prior to purchase.