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So you get rid of the inventory problem, you get the stuff made right by the distribution centers to go straight out. And if you had body size and shape data — that’s what we’re aiming to produce and deliver at scale — you could then basically shrink that time, you can also move towards an end state of made to measure, and you can deliver within a Prime window.” If you get enough consumer data then you just create the marketplace for design and you basically make everything just in time, made to order. Tailored fashion at scale is not all that’s potentially unlocked by the Echo Look’s depth and trend sensing eye. Another technology that could be delivered via this connected camera plus app set-up is virtual try ons, with the product becoming a trusted conduit for Amazon to ask for and receive full length body size measurements, captured from users’ hands free Echo Look selfies. With that data it could build an accurate 3D body model for each shopper, and — combined with an inventory of digitized garments — the Echo Look app then becomes a virtual changing room where users could play around trying garments on digitally before they buy. Virtual try on could be an important piece for Amazon’s fashion ambitions because buying clothes isn’t always just about about fit — especially if you’re contemplating buying higher priced, more experimental fashion vs wardrobe staples that people can be comfortable buying without trying. Technology that enables consumers to judge whether a just encountered fashion style suits without having to physically pull it over your head is what virtual fitting room startups such as Metail have been working on for years; aiming to remove a last key differentiator for Internet shopping vs bricks and mortar clothes stores. It may not yet be mainstream — but the promise is clear. And with the Echo Look, Amazon may have created the perfect arena to slot in this last piece to crown its fashion ambitions. Then, with a savvy AI to recommend styles, a virtual body double to envisage how potential purchases look, and local manufacturing that supports very fast shipping the ecommerce giant is in a position to convince users there’s no practical need to ever visit an actual clothes store.
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