Online fashion house Asos has joined a number of retail brands in working with US-based technology company Olapic to collect user-generated photographs and videos from the web to boost the online shopping experience.

Asos is using the Olapic software to help organise the images it collects as part of its #AsSeenOnMe campaign, which encourages customers to share photos of themselves wearing the retailer's fashion ranges, via Twitter, Instagram and Facebook.

The addition of Asos to Olapic's client list comes as the New York-headquartered company this week announced its arrival in Europe with the launch of its new regional operations in London. 

More than 120 fashion, beauty, travel, consumer electronics and home decor brands, including Coach, Desigual, Lancôme, New Balance and West Elm, already work with Olapic – but the vendor is now targeting the European market for further growth.

Jose de Cabo, chief operations officer and co-founder of Olapic, commented: "The eCommerce experience has not evolved much since the beginning of the internet and we are looking to change that.

"Customer photos are the most authentic, compelling and abundant brand assets available today. Smartphones and platforms like Instagram have turned all of us into models and photographers and Olapic is the critical link connecting brands with consumers in a more meaningful way."

De Cabo, who describes Olapic as a visual commerce platform, views his business's offering as an evolution of the traditional text reviews that are used by many brands to gauge public opinion of their products and service.

"Beyond the engagement benefits brands experience with Instagram, much more value can be realised if these customer photos are integrated into eCommerce environments outside of the Instagram platform," he added.

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