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The US Fashion Report: Online challenges and tactics for retailers and brands

ONE problem plagues the business of selling clothes online—predicting how a garment will fit without trying it on. Behemoths such as ASOS, a British internet platform that sells its own and others’ apparel, try to overcome this by allowing people to buy several sizes to try on at home and return items free of charge—at huge cost to them. Enter the body-measurement suit from Start Today, a Japanese firm that runs the “Zozotown” platform in Japan on which clothing companies from around the world sell their wares, as well as its own private label, Zozo. In the past three months Start Today has distributed to just over 1m Japanese customers, free of charge, its “Zozosuit”, a skin-tight, full-body suit covered in around 350 fiducial markers, small objects that can be used as a point of reference for measurements. Shoppers slip on the suit and slowly rotate as their smartphone takes photos. The firm uses the images to create a 3D scan of their body, which it can use to offer a range of customised services. Among these are made-to-measure business suits for men from its Zozo brand, which are selling strongly, and jeans and T-shirts that fit most snugly from tens of thousands of pre-cut patterns, also from Zozo. At the most basic level, when customers choose an item from one of the 6,400 brands listed on Zozotown—the core of Start Today’s business—the platform uses the Zozosuit data to recommend the right size. A first, more high-tech version of the suit proved too expensive (it had capacitors holding an electric charge that measured http://weddingtiquebnox.bsimotors.com body shape by how much the suit stretched). But its latest version costs the company only ¥1,000 ($9) a piece. Masahiro Ito, a board member who oversees engineering at the firm, says the fashion industry has not yet adapted to meet the needs of a generation accustomed to buying everything online, to their specifications and at their convenience.

For the original version including any supplementary images or video, visit https://www.economist.com/business/2018/08/18/japans-start-today-gives-clothes-retailers-a-glimpse-of-the-future