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UK-based fast fashion retailer ASOS started testing a feature to show how the same outfit looks on people of different sizes. Rolling out this month, the initiative uses AR technology to automate the process. The feature is the brand’s latest effort around positive body image and inclusive fashion, and follows its pledge to stop airbrushing models’ appearance.

It’s taken some time, but AR is moving from ‘entertaining’ to ‘empowering’. This example should inspire you to pull your team into a room and ask yourselves: can we use AR to solve a nagging pain point in our business? What customer experience issues are you aware of, but haven’t been able to practically address? ASOS often stocks over 10,000 items at any one time, so clearly photographing every one 3–4 times is not feasible. But now there’s a digital alternative.

Second, and perhaps more importantly, this is a powerful signal about where customer expectations around inclusivity are headed. Consumers will no longer be impressed by brands that simply acknowledge diversity in their marketing. After all, show us a progressive brand that hasn’t put a plus size model on a billboard?! Instead, they’ll embrace brands who go one step further and take practical steps to serve a truly diverse customer base at every touchpoint.

Read more about the ASSISTED DEVELOPMENT trend in our free (!) 5 Trends for 2018. Stay up-to-date with the latest examples of this trend, and 100+ others by getting access to our Premium Service.