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.
Image Credit: ASOS