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Amazon exploring the future of sizing with 3D body scanning trial

Body Labs 3D scan
Body Labs 3D scan

Amazon is currently inviting people to have their bodies 3D scanned at its NYC offices, hinting at the e-commerce giant’s future plans of entering the virtual try-on and personalized fit space.

According to The Wall Street Journal, participants are being asked to return every two weeks to have their bodies scanned over the course of 20 weeks. They are also being asked to answer a series of fitness and health questions, and complete an online survey that determines weight-related loss and goals in the past year. The survey reads: “We are interested in understanding how bodies change shape over time.”

The project comes from Amazon’s new 3D body scanning unit, and is assumed to tie to a broader aim of improving the fit of clothing sold online – one of the industry’s greatest challenges. It comes after Amazon paid a reported $100m+ to acquire Body Labs, a startup that creates 3D body models to support B2B software applications, back in October 2017.

At the time TechCrunch reported that Body Labs’ website, which is currently down, demonstrated how its API could be used to “accurately predict and measure the 3D shape of your customers using just a single image”, which in turn could be used to power custom apparel or be used by fashion e-commerce retailers.

Over the past couple of years Amazon has been making aggressive moves towards the fashion category, both from a hardware, service and merchandise perspective.

In April 2017, it released the Echo Look, a device that uses a camera to help users keep track of their outfits and receive style advice. Its try-before-you-buy Prime Wardrobe service, launched last summer, is also now open to consumers beyond the Prime membership and is due to launch imminently.

The retailer has so far developed over 50 in-house apparel labels for women, men and children, showing that there is virtually no corner of the apparel industry that it doesn’t have covered.

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New Future of Fashion store supports emerging designers with tech focus

future of fashion store
The Future of Fashion store in Camden Market

A new store has opened in London dedicated to the future of fashion. A partnership between start-up growth company IncuBus Ventures and Camden Market, it aims to showcase some of the UK’s most innovative upcoming fashion designers, with a heavy lean towards those experimenting with technology.

Over the next three months, there will be 3D printing, laser cutting and 3D body scanning techniques on show, courtesy of an ever-changing line-up of brands and labels.

Currently in-store is T D Kent, a bespoke eyewear brand that creates bespoke glasses for consumers based on 3D printing and the latest face scanning technology;, a 3D body scanning company that matches informartion gathered from the individual to accurate garment data and recommends sizing accordingly; Zolà, a hand-crafted printwear designer; and Rein, a womenswear brand using a unique laser cutting process that has been worn by the likes of Lady Gaga, Eve, Charli XCX and Little Mix.

In a bid to be more than just a transactional environment and instead something both engaging and interactive, the space will also host regular Q&A sessions with resident designers, as well as fashion shows and product launches for the 500,000+ visitors who come to Camden Market each week.

The designers featured are all part of the IncuBus Future of Retail growth programme, which also provides them with access to a large network of mentors. Representatives from Nike, Marks and Spencer, ASOS and Net-a-Porter will be on hand to provide the entrepreneurs with advice and guidance on business plans, sales, marketing and more.

The Future of Fashion store is open until the end of September in Camden Market’s North Yard.