Asos launches new initiative to make online shopping more inclusive

Fashion e-tailer Asos has started to add photos of different size models wearing the same clothing to help consumers visualize how a garment would look on their own body shape.


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The millennial fashion company has stocked petite, tall, curve, plus size and maternity ranges for a while now, and this new step will help it embrace inclusivity even further.

According to media reports, the images will be created using augmented reality, as the technology will enable to company to superimpose the pieces on women of different sizes rather than having to resort to countless and expensive photo shoots.

The feature will be rolled out gradually across the brand’s app, it confirmed this week via social media.

Asos said in a statement: “We’re always testing new technology that can make our customers’ experience even better. In this case, we’re experimenting with AR to show product on different size models, so customers can get a better sense of how something might fit their body shape.”

The decision was praised by consumers on Twitter, with one user writing: “This helps massively, as I often wonder how clothes would look on me, when I'm clearly 5 sizes bigger than the model. Great move forward.”

With over 80,000 brand and own-brand products available on its platform, Asos is one of the largest fashion platforms in the e-commerce space. The company is continually innovating, having launched try-before-you-buy in November and a Christmas gift assistant on Facebook in December.

The company overtook Marks & Spencer last year in market value, and is en route to reach a 25-30% sales growth in financial 2018.

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