Asos won the retail technology initiative of the year at this month’s World Retail Awards, for its Fit Visualiser tool.
Powered by Swedish company Virtusize, the technology enables shoppers to see how well an item might fit based on similar pieces they already own.
As pictured, it plays out in the form of a button next to the colour and size options on a product page (at this point for Asos’ own-brand products only). By clicking on it, users are invited to add measurements of a piece they already have to compare to the one they’re trying to buy.
The tool will then display overlaying silhouettes of the two garments in two-dimensional form and pinpoint the exact variations in bust, waist and length for instance. Different sizing options alongside allow the shopper to work out which to buy.
According to reports at launch earlier this year, using such a tool is proven to reduce fit-related returns, in some cases by up to 50%. Virtusize co-founder, Peder Stubert, said: “Many virtual fitting companies have tried and failed in this area because their solutions have been too costly or inaccurate. Our positive results from the ASOS [six-month] trial signal that there is a bright future ahead for our 2D garment comparison method.”
Other retailers who have used the tool include Nelly.com and Stylebop.com. A video below loosely demonstrates it being experimented with: