>> A high tech solution to finding the perfect fit from Japan's reigning retail king for online fashion, Zozotown. It could be an edge over competitors like Amazon and other heavyweights pushing into Japan's $120 billion fashion market. Zozotown's kept a stronghold on its turf since 2004 when it became the first company to lure in Japanese reluctant to shop online.
Today, it wants to keep the lead with a line of custom fit clothes. Reuter's Sam Nussey says that's where the Zozosuit comes in.>> Now this, as you can see, it's a skin tight polka-dot suit covered in what the company called markers. Now the way the body data is recorded is, very simply, with a smart phone and a little cardboard stand.
The smart phone is placed on the stand, and then the user, wearing a suit, rotates 360 degrees, all the while the smart phone is taking photos from every angle of the suit. Now with those photographs, it can measure all the dimensions of your body, and those dimensions, when you've uploaded them to the Zozotown website, can be used to order custom made clothes.
>> Zozotown's custom lines started with simple tshirts and jeans. But this week it unveiled a new suit and formal shirt. The news sent the share price of local suit retailers tumbling, but can Zozotown compete in the big leagues?>> They're expecting to be selling 200 billion yen worth of this private clothing line within three years.
And 40% of those sales are supposed to be coming from abroad. Now they essentially don't have a business of any kind abroad. So that would be a huge change for them.>> So far things are looking positive. Zozotown is on track to ship a million Zozosuits by the end of July.
But with all the customers come concerns about data privacy. Worries about just who might get access to their measurements could be a turnoff for shoppers. However, one industry expert said that customers are likely to put privacy concerns aside for the sake of finding a flattering fit.