Online retailer Asos has launched a new shopping tool that allows customers to view clothes on 16 different body types.
The 'See My Fit' service is currently available on 800 different styles and is part of plans to make shopping simpler for customers.
To use it, customers CAN simply click on a button at the side of a product preview to view a model that better represents their personal body type.
The models range from a size 4 to 18 and from 5ft 1in to 5ft 9in.
Tim Carey, senior content manager at Asos Studios, said in a statement: 'With this trial of See My Fit, we're using the latest AR technology to put the power in our customers' hands, so they can choose to view a dress on the model that they most identify with in a way that wouldn't be possible using traditional model-shooting techniques."
Yael Vizel, CEO at Zeekit, added: "Together with ASOS, we have a shared mission to make online fashion as personalised and easy-to-use as possible for customers. With our patented, artificial intelligence-based AR technology powering See My Fit, we can connect the dots between what you see when shopping and what you receive at home, giving customers more confidence in purchasing the products they love."
But it's not the only change Asos has introduced in recent years.
ASOS first trialled a sizing service in 2018 when the company allowed customers to see the same item of clothing on four different models.
In 2018, it scrapped its A-list programme – which gave its most loyal shoppers points and birthday vouchers.
And last year, it revealed a shake up of its refunds policy to block serial returners.
The changes saw the retailer extend its returns period – up from 28 days to 45 to allow customers to try on clothes and decide if they wish to keep them.
In an email sent out to customers, the brand explained: "We know easy returns are one of the (many) reasons you shop with us, so we've increased the time you can return stuff from 28 days to 45 days.
"If you return anything within 28 days, we’ll refund you as normal… and after that (up to 45 days), you’ll now get an Asos gift voucher for the amount you spent."
At the time it also said those who frequently return items could also be suspended – and refund a refund.
The brand continued: "We also need to make sure our returns remain sustainable for us and for the environment, so if we notice an unusual pattern, we might investigate and take action. It’s unlikely to affect you, but we wanted to give you a heads up.
"If we notice an unusual pattern of returns activity that doesn't sit right: e.g. we suspect someone is actually wearing their purchases and then returning them or ordering and returning loads – way, waaay more than even the most loyal Asos customer would order – then we might have to deactivate the account and any associated accounts."
The refused refunds will only be applied to serial return and wear offenders – those who buy items for outfits-of-the-day and then simply return them – or worse, wear them and then return them afterwards as 'unworn'.
And if you're caught, you could have your access or account blocked.
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