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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: Amazon Fashion developments, the Farfetch and JD.com deal, London’s smart street

Amazon Prime Wardrobe - Amazon Fashion
Amazon Prime Wardrobe

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
  • Will Amazon eat fashion? [BoF]
  • Farfetch boss hails US$397m tie-up with JD.com, says partnership will speed up luxury fashion portal’s growth in China [SCMP]
  • World’s first “smart street” launches in London [The Industry]
  • For brands, fitting rooms are the key to unlocking valuable customer data [Glossy]

BUSINESS
  • Why Walmart bought Bonobos [BoF]
  • Inside the costly fashion faux pas that was ill-fated Style.com [Telegraph]

SOCIAL MEDIA
  • Amazon Pay rolls out its first payments integration on Instagram [GeekWire]
  • Fashion retailers are reconsidering their chatbot strategies [Glossy]

MARKETING
  • The xx’s new music video is also a Calvin Klein ad [Campaign]
  • Asos praised for using ‘natural’ unretouched images of models [The Drum]
  • Has Unilever’s ambition to eradicate gender stereotyping from its own ads been successful? [The Drum]

RETAIL & E-COMMERCE
  • Why retail flagships are running aground [AdAge]
  • In the Amazon era, debating the store of the future [Glossy]
  • Amazon, now a physical retailer too, is granted an anti-showrooming patent [TechCrunch]

TECHNOLOGY
  • Why retail labs are toast [AdAge]
  • Survey: 45% of retailers plan to use AI in next 3 years [Retail Dive]
  • How L’Oréal uses virtual reality to make internal decisions at its New York HQ [Glossy]
  • Google Glass is apparently back from the dead, starts getting software updates [ArsTechnica]

START-UPS
  • Stitch Fix has hired a new CFO. An IPO probably comes next [Recode]