Yusaku Maezawa's Zozotown is out to revolutionize the way we shop. This is my experience with measuring and shopping using the iconic "Zozosuit."
It all started with an article about Elon Musk sending someone to the moon. That's how it started for me anyway. The article was a short piece on how the first commercial flight to the moon would include Japanese fashion magnate, Yusaku Maezawa and included a hyperlink on the word "zozosuit" (like this: zozosuit). Two things struck me about the article: (1) I didn't know who Yusaku Maezawa was and (2) I had never heard of a zozosuit (I guess it was also kind of cool that people would be going to the moon, but I'm sort of afraid of space, so I kind of glossed over that part). Obviously I clicked the link in the article and now, just a few short weeks later I thought I would put down some thoughts I had about the process of taking body measurements using the zozosuit and shopping on the Zozotown app.
The suite
“ The time where people adapt to clothing is over, this is a new era where clothes adapt to people” - Yusaku Maezawa
The Zozosuit represents a radical attempt to eliminate sizing as we know it - and I'm into it. In a nutshell, you don this polka-dot suite, stand in front of your phone's camera, and take twelve pictures. Then, like actual magic, out comes your size. That size syncs up with your Zozo app and you are all set to shop for clothing that is custom fit to you.
Measuring
Zozo ships its suits to you for exactly $0 plus shipping. The suit itself is skin tight and stretchy. Putting it on is a little difficult and it takes a bit to line up all the little dots with your neck, ankles, and wrists. Once you've got the suit on you set your phone up on a small, cardboard stand that comes with the suite, stand about six feet away in a well lit room and a digital assistant walks you through the measurements. The app takes 12 pictures starting at 12 o'clock and moving clockwise around each point.
After you're finished listening to a robotic female voice telling you to shift slowly in a circle the app outputs your measurements:
Pretty cool, right?
Shopping
“ It’s 2018, and there’s so much technology that enables us to truly make custom clothes for people, and bring an entire new experience to market” - Masahiro Ito (Zozotown R&D)
The measurements taken sync directly into the app, so when you shop any item you choose is going to be readymade to fit your measurements.
There is some customizability with some of the items. For example you can customize the neck measurements and sleeve length of your shirt and you can adjust the rise and hem length of your jeans. I decided to get myself a custom made business casual outfit and went with the dark one-wash jeans (why did they even wash them once? #drydenim for life) and the blue oxford shirt.
.... and I went with the recommended sizing on everything and placed my order!
Waiting
Here's the kicker:
So the clothing takes a while to get made, shipped, etc. I get it. In this era of Amazon-esque, two-day shipping and instant online shopping gratification, however, this is a hard pill to swallow. Zozo is going to need to either convince consumers that the custom fit clothing they buy is worth the wait or find a way to bring down the time it takes to receive an order. In any case, I will be one of the thousands (millions?!) of customers eagerly awaiting their first shipment from Zozotown - stay tuned! (Part 2: here)
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