E-commerce giant ASOS is trialling an experimental augmented reality (AR) feature to enable customers to virtually view a range of products within its app.

The Virtual Catwalk feature will showcase 100 new ASOS Design products by enabling customers to point their smartphone camera at a flat surface before clicking the ‘AR’ button on the product page in the app and view models demonstrating it as if they are walking in front of them.

The feature will be accessible to ASOS app customers with iOS 11.3+ devices from the homepage on the ASOS app.

Announcing the move ASOS said it hoped the trial would offer “a glimpse into the future of fashion retail.”

The AR technology has been developed in partnership with London-based augmented reality firm, HoloMe.

Janosch Amstutz, chief executive 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.”

In recent months ASOS has launched voice-only shopping on Action on Google Assistant, and has introduced an AI-driven Fit Assistant to help customers get the right size.

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.

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