Fashion site unveils new and improved 'Zozosuit 2'

Online fashion retailer Zozo's body-measuring suit "Zozosuit 2" is seen in this still image taken on October 29, 2020 from animation. ZOZO via REUTERS

TOKYO (Reuters) - Online fashion retailer Zozo Inc 3092.T on Thursday unveiled a successor to its "Zozosuit" body-measuring suit, one of a string of failed projects ahead of the exit of founder Yusaku Maezawa, promising greater accuracy through design and software changes.

The original polka-dot Zozosuit, which when scanned with a smartphone allowed users to upload their measurements and order custom-made clothes, received massive interest but failed to drive sales amid complaints of poor sizing.

Zozo, which is controlled by SoftBank’s domestic internet business, says the new “Zozosuit 2” skintight suit has 50 times more markers, offering the higher resolution scans needed to recommend items like sportswear and underwear.

The fashion retailer said it is looking for partners and hopes to offer the suit within a year.

Accurate and easy-to-use body measuring technology has become a holy grail for online fashion retailers trying to reduce returns. The industry been boosted by consumers shopping at home during the COVID-19 pandemic.

Zozo already distributes the “Zozomat”, which can be used to measure feet for customised sizing recommendations.

Reporting by Sam Nussey; Editing by Michael Perry