Augmented Reality – The Next Generation of Online Shopping?

This week, our latest work placement Rebecca Stacey looks at how AR (Augmented Reality) is making noice in the world of online shopping, woth ASOS’s new tool!


Online shopping is amazing to be able to choose clothes that you want from the comfort of your own home whether it’s to choose last minute items for that social occasion that you’ve been invited to or for everyday wear. But do you ever order clothes online and then realise they look nothing like they did on the model when you try them on?


ASOS have presented a solution to this problem by introducing a brand new tool which shows the same piece of clothing on a range of models with different body shapes and sizes. This enables consumers to make a more informed choice with their purchases as this gives consumers a better idea of how clothes look on various different body types.


The feature is only in action on selected items at present but there are plans to roll out the feature across their website and app.


ASOS said in a statement: “We’re always testing new technology that can make our customers’ experience even better. In this case, we’re experimenting with AR (Augmented Reality) to show product on different size models, so customers can get a better sense of how something might fit their body shape”.


It’s always difficult when online shopping and the only way we can get an indication of a clothing item we want to order is by looking at the online photos. These photos tend to include a model with the ‘perfect body’ yet this can lead to body image insecurities. ASOS want to fully represent their increasingly diverse customer base by offering their clothing in a range of body shapes and sizes as this will help their customers to feel confident regarding their body image.


According to the Office for National Statistics, online sales have increased year-on-year by 15.9% and by 1.8% on the month, accounting for approximately 16.2% of all retail spending.


ASOS are renowned for its positive stance in the fashion industry with a popular plus-size range and showcasing real women by using untouched photos of models that proudly show their stretchmarks. Last year, ASOS received a lot of positive feedback after releasing an unairbrushed swimwear campaign which adopted a more realistic representation of female beauty.


So should more online retail pr sites be using this new tool and promote positive body image?


Our consumer lifestyle PR team specialise in connecting everyday brands with everyday people across four core sectors; Consumer Lifestyle PR, Food & Drink PR, Retail & Leisure PR and Sport, Health & Wellbeing PR. More information on these areas of knowledge can be found at