Asos Develops Shazam-like App
“Ryan Gosling is my favourite actor so I’m going to look like him,” says the Asos chief executive, Nick Beighton. “Here’s a picture of Ryan looking cool so I’d like something to make me look like just like him. There we go, a printed T-shirt, add it to bag and away we go.”
Beighton is not waving a magic wand, he’s demonstrating new technology that promises to change the way we shop. Again. From seeing something you like to having a parcel winging its way to your home is now possible within seconds as new technologies reboot retailers’ websites for the smartphone age.
Last month Asos, which is aimed at twenty somethings, quietly began testing a feature that allows customers to upload photos snapped from the pages of magazines or from social media to search for a similar outfit. Want to look like Lily James, star of Baby Driver? Take a snap of her pictured in a sequinned gown in this week’s Grazia, feed it into the Asos app and up pop 100 similar styles, starting with a £16.50 Miss Selfridge slip dress.
About 10% of its customers have access to the software, which flicks through the 85,000 products in Asos’s digital wardrobe in seconds to find the best match to the look in the picture.