David Blecken
Sep 11, 2018

Zozo and the new world of apparel marketing

The innovative Japanese retailer is at the forefront of fundamental change in the way fast fashion brands engage with their customers.

A still from a video demonstration of the Zozosuit.

When the owner of Japanese online clothing retailer Zozotown announced the launch of its own custom-fit label Zozo in July, it threw down the gauntlet to all mass clothing retailers, offering an exciting new perspective on a sector that has been devoid of any real innovation for years.

While it’s made for good PR, the Zozosuit, which enables people to record their exact measurements using a system of dots and a smartphone app, is...

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