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Japanese online retailer looks to sell custom-fit clothes to the world using 'Zozosuit'

Start Today CEO Yusaku Maezawa, third from right, introduces bespoke suits made from automatic measurement data at a press conference in Tokyo's Minato Ward on July 3, 2018. (Mainichi)

Start Today Co., the operator of Japan's giant online apparel retail site Zozotown, announced on July 3 that it will try to make inroads into overseas markets utilizing its "Zozosuit," which automatically measures body sizes, to offer custom-fit clothes.

The suit, which was developed by Start Today, comes with hundreds of white dots, and is distributed free of charge. Taking a photo of oneself in the suit with a smartphone app enables body measurements to be taken in 24 specific areas all over the body. More than 550,000 units have already been distributed throughout Japan since May. Made-to-order T-shirts and jeans are sold using the measurement system.

The company began distributing Zozosuits on July 3 in 72 countries and regions worldwide including the United States, Europe and the Middle East for users who registered themselves and requested the suits on a specialized website. A sales promotion drive offering T-shirts and jeans to 100,000 customers for free kicked off in a bid to increase brand recognition globally.

Yusaku Maezawa, founder and CEO of Start Today, told a press conference in Tokyo on July 3, "We are creating an environment where clothes are made to fit people, not the other way round. I want to offer clothes that perfectly fit people worldwide."

The company also announced on the same day the start of bespoke suits made from Zozosuit data domestically. The price tag is 44,800 yen per bespoke suit with one shirt included, but a promotional price of 24,800 yen is on offer for the time being.

(Japanese original by Akane Imamura, Business News Department)

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