Collection ZOZO allows customers to custom-tailor clothing like jeans and tee shirts at a low cost by donning a size-measuring bodysuit linked to an app on their smartphone, providing tailored fast fashion

Start Today, a Japanese e-commerce retailer, announced that it now will create custom-sized tee shirts, jeans and business suits for consumers. To ensure the proper fit, customers use their smartphones to take their measurements while wearing a Zozosuit, a company-designed, size-gauging bodysuit.

The collection is called ZOZO and will debut custom-sized tee shirts and jeans items before adding product business suits to its product mix. The company’s founder, billionaire Yusaku Maezawa, believes that his brand’s initiative will fill a necessary whitespace in the marketplace, resolving a recurring pain point among consumers. Maezawa explained, “When we looked overseas, we couldn’t find any companies that were offering lower-cost clothing that fit well. There was a need for that.”

Amazon’s acquisition of Body Labs, a 3D body-scanning startup, shows that there is fierce competition to fulfill the consumer need for better ways to size clothing. Amazon allows shoppers to create digital avatars of themselves in order to virtually try on clothes. In May 2018, the retailer announced that it will provide consumers with gifts cards for up to $250 in exchange for their body measurements.

With the one-size-fits-all trend completely out of fashion, it becomes clear that for modern clothing consumers, customization is key. Players such as Amazon and ZOZO are using consumer-driven data to provide a convenient alternative to traditional clothes shopping, giving e-commerce a way to better ensure properly-sized clothing, an advantage that brick-and-mortar locations maintained—until now. By creating a completely-online buying and curation process, ZOZO is able to blend the convenience of online shopping with the accuracy of IRL retail.

ZOZO

Start Today, a Japanese e-commerce retailer, announced that it now will create custom-sized tee shirts, jeans and business suits for consumers. To ensure the proper fit, customers use their smartphones to take their measurements while wearing a Zozosuit, a company-designed, size-gauging bodysuit.

The collection is called ZOZO and will debut custom-sized tee shirts and jeans items before adding product business suits to its product mix. The company’s founder, billionaire Yusaku Maezawa, believes that his brand’s initiative will fill a necessary whitespace in the marketplace, resolving a recurring pain point among consumers. Maezawa explained, “When we looked overseas, we couldn’t find any companies that were offering lower-cost clothing that fit well. There was a need for that.”