In an attempt to revolutionize the concept of online apparel clothing, Amazon launched a new service called, Made for you which allows its customers to create a customer T-shirt to their exact measurements. However, unlike some companies which make use of mobile technology to scan and measure your body from an application, Amazon’s new service of custom clothing requires its users to provide their height, weight, body style, and two photos of themselves for measurements.
Initially, users choose between the 2 types of fabrics to be used for the custom T-shirt. This includes either a 100% Pima cotton shirt or a light-weight 56%Pima cotton, 38% Modal and 6% Elastane tri-blend. They can also provide specifications as to preferred shirt style (slim, classic, or relaxed fit). After providing the necessary information, customers have the option of choosing from a selection of eight colors along with their preferred style of sleeves, shirt lengths, necklines, and fabrics. The shirt to be made costs around $25 but the service is only available in the US yet.
After finishing, the user can view the final product on a virtual body before placing the order. The purpose of building a virtual body is to help the customers visualize how the T-shirt they designed would actually look on them. This experience of virtual shopping works both on the web as well as the Amazon app.
Amazon says that if the service succeeds based on user’s feedback they would like to expand their services and include more styles. Furthermore, although the customers can choose only from two body types- masculine and feminine, Amazon plans on incorporating additional options to choose from.
At the launch of this technology, influencers like Black Scott, Caralyn Mirand, and Sai de Silva were seen marketing the new features in their posts on behalf of Amazon.
Custom clothing is often looked upon as a luxury but Amazon adds this to outgrow its own realms into the fashion world. The company launched luxury stores for designer fashion brands and also offers a broad range of private label fashion brands on its site in September. Both this success and the ‘made for you’ app make use of body modeling technology. In recent years, Amazon has also experimented with personalized shopping experiences. One of these includes Prime wardrobe, a service that lets its prime members try on clothes before making the final purchase.