Tokyo – Start Today USA is launching an at-home measurement device that will allow e-commerce customers to ascertain their exact fit when buying online. The American subsidiary of Japanese fashion brand Start Today has created a suit that uses sensor technology to capture 15,000 body measurements.
Named the ZOZOsuit, the garment collects the data and sends it via bluetooth to the ZOZO app. Customers can then shop the brand's collection and the app will make recommendations as to whether the item will fit based on the measurements the suit has captured. E-commerce brands have long struggled with the fact that customers are often unsure of sizing when it comes to buying online, which contributes to 30% returns rate for online purchases. There is therefore enormous potential for online fashion brands like Frilly, which is launching its own, more rudimentary version of the ZOZOsuit, to benefit from these type of precise measuring tools.