ASOS has announced the global app roll out of its sizing tool, ASOS Fit Assistant, with Australia on the map.
This follows the successful Beta testing phase on its website and mobile web site.
ASOS sells over 87,000 branded and own-label products through localised mobile and web experiences – with more than 5,000 new products added every week.
ASOS Fit Assistant is aimed at a smarter way to get sizing right, first time.
Using machine learning, ASOS can now provide bespoke sizing recommendations on product pages.
Powered by Fit Analytics, ASOS has created a native in-app tool which gives the customer a size recommendation based on previous purchases and returns.
If the customer chooses to answer three short questions about their height, weight and fit preference, a more accurate result will be displayed.
This is especially useful for customers new to shopping on ASOS, digital product director Andy Berks said.
"We want to do all we can to make sure our customers are getting the right size, first time. This is where ASOS Fit Assistant comes in – we can now offer personalised size recommendations across ASOS collections, exclusive labels and fashion favourites. Ultimately, we’re here to make our customer’s lives easier, giving them the confidence to shop with us and minimising the risk of disappointment when their ASOS parcel arrives.”
ASOS has been experimenting with machine learning tools for some time.
Your Edit, Style Match and the ‘You Might Also Like’ carousel on product pages, are all examples of native ASOS tools.