ASOS steps into augmented reality with Virtual Catwalk

LONDON, 10th June: ASOS, one of the world’s leading destinations for fashion-loving 20-somethings, has today announced the launch of ‘Virtual Catwalk’, its first augmented reality (AR) experience.

Available now through the ASOS app on iOS 11.3 devices and above globally, the Virtual Catwalk test is live on 100 new-in ASOS Design products. Simply by pointing their smartphone camera at any suitable flat surface and clicking the ‘AR’ button on the product page in-app, customers will be able to view models as if they are walking in front of them.

The technology has been developed in partnership with London-based augmented reality firm, HoloMe.
Janosch Amstutz, CEO at HoloMe, said: “By allowing the consumer to bring mobile shopping into their own physical space, we can create a more intimate buying experience. We are excited to see how our technology can be used as a new way to communicate to the customer.”

The test is part of ASOS’ ongoing experimentation with new technology. In recent months, ASOS has launched an Action on Google Assistant, allowing customers to shop with just their voice, and has introduced an AI-driven Fit Assistant to help customers get the right size, first time. The online retailer is also trialling other AR features, including a tool which allows customers to view products on different size models, so customers can get a better sense of how something might fit their body shape.