ASOS is rolling out a massive change to its app that could make online shopping a lot easier. The platform, which stocks major fashion and beauty brands like Nike, Charlotte Tilbury and New Balance, has over 23 million users all over the world.
Over the past few years, the platform has aimed to crack down on the amount of returns that customers make. Now, it has announced a unique new feature on its iOS app that allows customers to ‘try on’ clothes. Using AI, fashion fans will be able to see a model that looks like them, viewing how the clothes look before hitting buy.
Customers will be able to upload their own image, or choose an AI generated virtual model that represents their likeness. This will be welcome news for shoppers who are looking for ways to see how products could look on them before actually committing to an order.
It’s all down to personal preference whether you want to use the virtual likeness – representing your size, shape or style – or if you want to upload a picture yourself.
A statement on the ASOS website says: “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.”
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Virtual try-on will initially launch in partnership with AI fashion platform AIUTA with around 10,000 products on the ASOS IOS app. The feature will be available to select UK and US customers before being rolled out more broadly.
With each experience said to load in seven seconds or less, this aims to keep customers engaged and confident that their clothes will suit them before adding to basket.
Melissa Lim, head of digital product at ASOS, said: “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 try‑on option that feels right for them.”
However, ASOS noted that the generated preview should be used only to support your shopping experience and it may not accurately represent size, colour, proportions, or fit. Any uploaded images are stored on your device for 28 days, or until you next open the app, after which they will be deleted.
Shoppers also must be aged 16 or over in order to use the virtual try-on feature.
