Zozo marks are a unique measurement system associated with the Japanese fashion e-commerce company Zozotown. This system aimed to improve how individuals interact with clothing sizes and address common challenges in online apparel purchases, focusing on precise fit.
Understanding the ZOZOSUIT
The ZOZOSUIT was a black bodysuit covered in white polka dots. These dots, known as fiducial markers or “Zozo marks,” were key to its functionality. When worn, a user’s smartphone camera captured multiple images, reading these markers for precise 3D body measurements. It used computer vision and augmented reality to create a detailed 3D model of the wearer’s physique.
Users wore the two-piece suit and positioned their smartphone on a cardboard stand, rotating slowly while the app took 12 photos. The app processed these images, using over 15,000 fiducial markers to capture detailed measurements. This system claimed an average error of 0.15 inches, offering accuracy comparable to professional laser scanners. The ZOZOSUIT was available in 13 unisex sizes.
Why the ZOZOSUIT Was Developed
The ZOZOSUIT was developed to solve problems in online fashion retail. Sizing inconsistencies across brands often led to frustration and frequent returns, a costly issue for both consumers and retailers. The ZOZOSUIT aimed to reduce these returns by providing highly accurate body measurements.
The technology enabled custom-fitted apparel, moving beyond standard sizing charts. By offering a personalized fit, Zozotown aimed to improve the online shopping experience. This approach aimed to ensure clothes adapted to the individual’s unique body shape.
The End of the ZOZOSUIT
The ZOZOSUIT was eventually discontinued. Zozotown ceased its distribution in Japan by March 2019, with the service fully closing in June 2022. International operations also concluded around May 2019. Several factors contributed, including logistical challenges distributing millions of suits globally.
User adoption rates did not meet expectations; many ordered the free suits, but fewer uploaded measurements or purchased clothing. Some users also reported accuracy issues, which impacted confidence in the custom-fitted garments. The high cost of manufacturing and distributing the free ZOZOSUITs also placed a substantial financial burden on the company, affecting profitability.
Zozotown’s Evolving Sizing Strategy
Following the discontinuation of the ZOZOSUIT, Zozotown shifted its approach to sizing and fit recommendations. The company now leverages a combination of standard size charts and AI-driven recommendations. These recommendations often use basic customer data like height and weight, combined with a vast database of body size information.
Zozotown has also introduced new measurement technologies like the ZOZOMAT for precise foot measurements and ZOZOGLASS for skin tone and makeup recommendations. The platform offers a “My Size Search” function, which can still use historical ZOZOSUIT data for personalized product searches. Zozotown also collaborates with brands to offer “Multi-size” clothing, expanding beyond traditional S, M, L options to provide a wider range of fits based on height and weight.