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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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What you missed: Burberry’s ARkit, AI transforming Shop Direct, Stella McCartney and The RealReal

Burberry's new ARkit integration
Burberry’s new ARkit integration

A round-up of everything you might have missed in relevant fashion business, digital comms and tech industry news over the past fortnight.


TOP STORIES
  • Burberry turns to Apple for augmented-reality fashion app [Bloomberg]
  • AI will transform every retailer, says Shop Direct boss [Drapers]
  • Stella McCartney wants you to resell her goods in new partnership with The RealReal [Fashionista]
  • Could kelp be the future of sustainable fashion? [Observer]

BUSINESS
  • Direct to consumer brands vs commodities: who will prevail? [LooseThreads]
  • Decoding Chanel’s Gen-Z strategy [BoF]
  • More luxury stores closed in China over the last year than in any other country [Jing Daily]

SOCIAL MEDIA
  • Target will begin incorporating Pinterest’s Lens visual search technology [AdWeek]
  • John Lewis pioneers Facebook’s 360 shoppable ad [Campaign]
  • Dior debuts Weibo story, stays in lead with Chinese millennials [Jing Daily]
  • Inside Birchbox’s 40-person social media war room [Glossy]
  • Snapchat debuts Sponsored 3D World Lenses at Advertising Week New York [The Drum]

MARKETING
  • Gant to launch ‘Couple Thinkers’ TV show on YouTube [Fashion Network]
  • Nas brings street cred to effortlessly cool animated ads for Timberland [AdWeek]
  • Why United Colors of Benetton is parting with catwalk convention to showcase its brand DNA [The Drum]
  • Fashion brands still succumbing to the high-priced artsy film [Glossy]

RETAIL & E-COMMERCE
  • Patagonia has launched its own online thrift store [PSFK]
  • New Macy’s loyalty program nudges customers to spend more [Retail Dive]
  • Uniqlo’s retail empire embarks on a digital revolution [Nikkei]

TECHNOLOGY
  • AR is now a must-have in retail [Business Insider]
  • A way to repeatedly recycle polyester has just been discovered [Eco-Business]
  • These high-tech knitting machines will soon be making car parts [Bloomberg]
  • Fashion’s future may rest on an old technology: glue [Fast Company]
  • Modiface is becoming the go-to provider of augmented reality to beauty brands [Glossy]

PRODUCT
  • Google and Levi’s ‘connected’ jacket is now on sale [TechCrunch]
  • To make a new kind of shoe, adidas had to change everything [Wired]
  • How these female engineers reinvented the bra [Fast Company]

START-UPS
  • With lab-grown leather, Modern Meadow is engineering a fashion revolution [BoF]
  • Amazon has acquired 3D body model startup, Body Labs, for $50M-$70M [TechCrunch]