ASOS launches hybrid AI virtual try-on
ASOS has launched a new virtual try-on experience in partnership with the AI platform AIUTA. The feature allows customers to visualize products on either their own uploaded photo or an AI-generated model that reflects their likeness. This hybrid approach marks a maturation of virtual try-on technology within mainstream e-commerce.
- This launch is part of a larger strategy by ASOS to combat high return rates; in October 2024, the company began charging return fees for shoppers whose return rates exceed 70%. - The technology partner, AIUTA, is led by executives with prior experience at Farfetch, Amazon Fashion, and LVMH and also offers AI-generated product imagery and personalization services. - In A/B tests with other retail clients, AIUTA's platform has demonstrated a 5% reduction in return rates and a doubled conversion rate when customers interact with the AI content. - This is not ASOS's first venture into this area; previous experiments included a partnership with Zeekit in 2020 for an AR tool called "See My Fit" and a "Virtual Catwalk" feature in 2019. - The global market for virtual fitting rooms was valued at $4.03 billion in 2023 and is projected to reach $14.86 billion by 2030, with about 25-35% of major apparel retailers having adopted some form of the technology. - Retailers that have implemented similar virtual try-on solutions report an average reduction in return rates of 20% to 30%. - The initial rollout is available to select customers in the UK and US via the ASOS iOS app and applies to approximately 10,000 products. - ASOS states that the virtual try-on images load in four to seven seconds, a speed it claims is significantly faster than typical industry solutions.
