The shelter-in-place mandate put in place during the COVID-19 pandemic has made it difficult for many brands — especially those in fashion — to showcase their new product offerings, however, ASOS recently found a digital solution to display its new products without breaking the quarantine protocol. The fashion brand is leveraging augmented reality (AR) to "digitally fit" models with new items of clothing.
ASOS implemented a simulated fitting tool developed by a Tel Aviv AR and AI firm, Zeekit to showcase 500 new products on six real models. The technology is able to digitally map out clothing in a "realistic way" on models to showcase the cut, fit, and size of each garment.
Each model showcasing products through AR is accompanied by the disclaimer: "Due to social distancing, our models are WFH – so we thought we’d play around with some pretty cool tech and show you what we can do. We’ve digitally fit this product onto a model to help show how it could look. The result is a simulation, so the fit won't be exact."
This initiative new tool may still be leveraged after social distancing comes to an end as it's an easy solution to showcase the constantly updated product offerings by many brands in fashion.
AR-Enhanced Virtual Product Showings
ASOS Leverages AR to Promote New Products During Quarantine
Trend Themes
1. Augmented Reality (AR) Fashion Showcases - The use of AR technology to digitally fit models with new clothing items offers a disruptive innovation opportunity in the fashion industry by providing a virtual alternative to traditional product showcases.
2. Simulated Fitting Tools - The development of tools that can digitally map out and showcase clothing on models in a realistic way presents a disruptive innovation opportunity for AR and AI companies, allowing for remote product demonstrations and enhancing the online shopping experience.
3. Virtual Product Presentations - The introduction of virtual product presentations through AR allows brands to continuously update and display their product offerings, even after social distancing measures, providing a convenient and engaging method for consumers to explore and interact with new products.
Industry Implications
1. Fashion Industry - The fashion industry has the opportunity to embrace AR technology to transform the way new products are showcased, reaching a wider audience and creating immersive digital experiences.
2. AR and AI Industry - The AR and AI industry can capitalize on the development of simulated fitting tools, enabling brands to digitally fit clothing items on models and revolutionizing the way fashion is presented and experienced virtually.
3. E-commerce Industry - The e-commerce industry can benefit from virtual product presentations powered by AR, offering customers a more interactive and dynamic online shopping experience, ultimately increasing sales and customer satisfaction.