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The ZOZOSUIT, a sensor-rich garment ensuring that apparel purchased online fits customers correctly, was just released. The garment was developed by Japanese fashion retailer Start Today in conjunction with New Zealand-based company StretchSense. ZOZOSUIT is embedded with 150 sensors, which collect 15,000 body measurements. The garment connects to a mobile app that shoppers can use to order custom-fit clothing. ZOZOSUIT is free (!) for US buyers and will ship in Q2.

This is taking e-commerce to some seriously sci-fi-level proportions. A suit that enables you to have perfectly fitting clothes at the first order? No need to order multiple sizes ‘just to be safe’ (and then have to return them)? Oh, and did we mention the suit is free? Sign us up! While shoppers take Amazon Prime-grade return policies (i.e. free, easy, instant) for granted, even the most seamless returns are still inconvenient. And these behaviors weigh heavily on brands’ bottom lines: many online retailers see return rates of 25-40%. So clearly this innovation makes a lot of sense for online retailers, too.

But it also highlights another phenomenon that trend watchers will be familiar with: expectations set online, will move offline. You’re well accustomed to the idea that customers expect their online experience to be totally personalized. But now that expectation can be satisfied in the ‘real world’ too, with uniquely tailored – and perfectly fitting – clothes. And not just for the few who can afford to visit a (human) tailor. For every single customer. Whether you’re in the fashion industry or not, this mind-blowing innovation is certainly one to discuss with your colleagues when planning your 2018–2019 product range!

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