Amazon Fashion launches Made For You, a custom clothing service with virtual body doubles
Amazon users will now be able to customize their own clothing.
The e-commerce giant on Tuesday launched its new Amazon Fashion shop, called Made For You, that lets users create T-shirts tailored to their exact measurements and style preferences.
Amazon Fashion launched a custom service, Made For You, allowing users to make their own T-shirts by choosing the fabric, fit, and sizeing. (Amazon).
The virtual tool, available on the Amazon app, lets users choose from a selection of two fabrics. Then users customize the T-shirt by selecting from eight different colors, preferred sleeve, and shirt lengths and neckline. Shoppers must input their height, weight and two photos of themselves to get measured for a "precise" fit. The service costs $25.
Once users select their T-shirt design, fabric and fit, Amazon’s technology will create a virtual body double for users to visualize in a 360-degree view what the T-shirt will look like without having to try it on, potentially avoiding more returns.
Finding clothes that fit may be a tall order for users shopping online during the pandemic, with capacity limits at retail stores and more fitting rooms closed to curb the spread of the virus.
Amazon Fashion's Made For You custom clothing tool lets users create their own T-shirt. (Amazon).
The custom service is the latest personalized shopper experience from Amazon Fashion. The platform had also rolled out Personal Shopper, expanding to menswear brands like Levi’s, Carhartt and Adidas along with its own private labels in September, available to Prime members only.
AMAZON LAUNCHES PERSONAL SHOPPER SERVICE FOR MEN
A number of retailers have invested in virtual platforms that allow users to visualize how products look without ever having to set foot in stores, and those that have reopened began implementing more touchless user experiences. Makeup retailer Sephora reopened select stores with virtual makeup trials following nationwide shutdowns in March, and got rid of testers to adhere with Centers for Disease Control and Prevention guidelines. And beauty brand Glossier also added a video chat tool in April to assist users virtually.
The technology used for Amazon's custom Made For You tool could likely translate to formalwear, particularly amid the micro wedding trend and need for brides and grooms to get fitted. Wedding retailer David’s Bridal launched a virtual stylist and online appointment tool to help with fittings during the pandemic.
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Made For You Users do not have to be Prime members to access the Amazon Fashion service.
Amazon just launched its new Made for You custom clothing service in the US that requires users to upload their measurements and two photos to create a “virtual body double.” The first product is a $25 Made for You T-shirt available in a variety of colors, fabrics, necklines, and shirt / sleeve lengths.
Amazon Made for You requires two head-to-toe photos taken by the Amazon app, showing the front and back of your torso. Then, after entering your height, weight, and body type, Amazon will create your custom avatar. From there you can build custom T-shirts complete with a personalized name tag.
The Made for You product page is littered with zealous quotes from fashion influencers. Sai De Silva is especially enthusiastic about sending Amazon her intensely private data:
“I got to create a virtual body double with my measurements. So much fun.”
While the collection of body-type data will undoubtedly help Amazon compete with traditional fashion houses, Amazon says customers can delete it at any time by tapping the profile icon in the upper left of their Made for You page, according to TechCrunch. Amazon also says that photos are deleted immediately after creating the body double. Amazon plans to enhance Made for You with more styles and options based on customer feedback, according to TechCrunch.
The launch of Made for You follows Amazon’s discontinued Echo Look experiment that involved standalone cameras that offered fashion advice, and arrives just as the company’s $99.99 Halo tracker becomes more widely available to track your body fat in 3D.
So. Much. Fun.
Amazon's $25 custom T-shirt service uses virtual body doubles
Amazon has opened a custom clothing store, allowing all users in the US to buy T-shirts that conform to their measurements and specifications. Made for You requires you to submit details about your weight, height and body type, along with two photos of yourself, through Amazon’s app or website.
There are eight colors to choose from and you can pick how long you'd like the T-shirt and sleeves to be. You'll have the choice between two cotton-based fabrics, and you can decide what fit you'd like your shirt to have. Whether the T-shirt has a crew or V-neck is also up to you, while Amazon can print your name on the label.
Once you've decided all of that, you can see how your custom shirt looks on a virtual version of yourself and make adjustments before placing your order. The shirts cost $25 each.
There may be some privacy concerns regarding the custom T-shirt service, given that it requires you to submit photos. Amazon confirmed to Engadget the photos are deleted after it uses them to create a virtual body double. It noted that you can update or delete your size information at any time.
As long as they're comfortable with providing their measurements and photos to Amazon, the reasonably priced bespoke T-shirt service could prove a godsend for people who have trouble finding off-the-rack clothing that fits them properly. Made for You may expand to other styles and items in the future, so you could eventually have an entire wardrobe of made-to-measure apparel from Amazon.
It’s not the first Amazon service that uses photos of customers. Amazon's Halo fitness device, which became broadly available this week, produces a body fat percentage reading when you take a full-body selfie with the accompanying app. Earlier this year, Amazon shut down its Echo Look device, which offered style suggestions based on images it took of you.
Update 12/15 2:40PM ET: Updated to note how Amazon handles the photos and other data.
Amazon Fashion launches a custom clothing service, Made for You
Amazon today is launching a way for customers to create custom clothing with a new service called Made for You, which lets shoppers create a custom T-shirt to their exact measurements. But unlike some companies that use mobile technology to scan and measure your body from an app, Amazon Fashion’s Made for You service requires users to provide the company with their height, weight, body style and two photos of themselves to get measured for their custom fit.
After users provide their data, they can then choose from a selection of eight colorways, as well as preferred sleeve and shirt lengths, necklines and fabrics.
To get started with Made for You, users choose between the two types of fabrics to customize the design. This includes the mediumweight 100% Pima Cotton shirt or the lightweight 56% Pima Cotton, 38% Modal and 6% Elastane tri-blend options. They can then choose other aspects of their shirt — like either a slim, classic or relaxed fit, a crew or V-neck, and short or long-sleeve length, for example.
The shirts can even include your name printed on the label, as a small perk.
When finished, customers can view the product they customized on a virtual body double before placing the order. The experience works both on web and inside the Amazon app.
The custom shirts cost $25 and are available to all Amazon customers in the U.S., not just Prime members.
Image Credits: Amazon
At launch, influencers including Blake Scott (650K followers on Instagram), Caralyn Mirand (253K Instagram followers) and Sai de Silva (330K Instagram followers) are touting the new feature on Amazon’s behalf and are featured in its marketing.
Custom clothing is often seen as a luxury and this process does make it more affordable. That can be helpful for those who struggle with fit due to measurements that fall outside of traditional sizing. But the service also seems to be a pretty transparent attempt to grab customer data for the Amazon Fashion business.
Amazon, however, characterizes Made for You as part of its ongoing efforts to eliminate online shopping challenges — this time, size and fit. Over time, the company says it wants to expand Made for You with more styles and selections, based on customer feedback.
Image Credits: Amazon
The retailer has been focused on its fashion business for years, having experimented in the past with its Echo Look camera that would help users rate their styling choices. Today, Amazon uses data from its social feature, #FoundItOnAmazon, to feed images to “Style by Alexa” for fashion inspiration and to drive sales. And with Prime Wardrobe and its optional styling service, Amazon attempts to learn what its customers like to wear and then automate the shopping process by curating items to try on at home in batches.
Though Amazon didn’t explain how it may put the collected data to use to aid its Amazon Fashion business beyond custom clothing, it did say the data was securely stored and customers could delete their data at any time by tapping the profile icon at the top left of the Made for You home page. Amazon also says the uploaded photos aren’t stored and are deleted immediately after being used to create the virtual body double and determine measurements.
With Amazon’s goal with all these efforts to improve online apparel shopping, it could potentially extend to other areas — for example, by helping Amazon build out its dozens of private labels in apparel. And with the added data on real-world customer sizing, the retailer could learn how to better cut its clothing for the best fit. It could even be working on systems that could later help customers select their right size just from a photo, perhaps.
Made for You is launching today in the U.S. across web and mobile.
Clothing amazon custom
Virtual body doubles are part of Amazon’s plan to keep you out of clothing stores
In its bid to conquer every aspect of shopping, including where we buy our clothes, Amazon today launched a new program called “Made for You” that lets its US customers order a t-shirt made to their measurements.
Users provide their height, weight, and body style, and take two photos of themselves using the Amazon app. With that information, Amazon creates a virtual body double so customers can see how the shirt will fit. They also have some ability to tweak the shirt according to their preference, choosing among different colors, lengths, and necklines and selecting whether they want short sleeves or long, a lighter or heavier fabric, and a v-neck or crew neck. The resulting shirt costs $25 and usually takes about five days to manufacture, Amazon says.
Amazon is likely already the largest clothing retailer in the US. It may struggle to sell design-driven fashion, but it has succeeded in making itself a destination for basic items, like t-shirts. The new program, while small, could help shore up its strength in this category by solving the most vexing issue in online shopping—how to get the right fit without trying items on—especially if Amazon is able to eventually extend it to other items beyond t-shirts. That quest doesn’t come without challenges, however.
The idea of offering custom clothes online has captivated a number of companies over the years. Numerous e-retailers of custom shirts, for example, have popped up promising a better-fitting product to men. Less successful, however, have been the attempts to sell inexpensive basics offering a perfect fit via a virtual body image.
Producing individualized items in large volumes isn’t a simple task, and the fit on a customized product isn’t always significantly better than what you can buy off the rack. These issues plagued the large Japanese retailer Zozo, which last year ended its international program to sell clothing such as jeans, button-ups, and t-shirts nearly customized to a user’s measurements at a low price. Its innovation was the Zozosuit, a body suit covered in dots. By having users take photos of themselves in the suit, Zozo could create a detailed three-dimensional image of their bodies. But the program proved a costly failure and it retreated from offering it overseas. (It hasn’t given up on the suit though, introducing what it says is an improved version this year.)
Amazon is starting with just one item—a t-shirt—and if all goes well, it could boost Amazon’s fashion sales and potentially gives it reason to expand to other categories, such as jeans, a particularly problematic garment when it comes to finding the right fit.
Even if the program doesn’t work in the long term, it wouldn’t be Amazon’s first unsuccessful experiment in fashion. In 2017, it canceled the online shopping show it debuted just a year earlier, and this year said it would no longer support the Echo Look, a camera and smart assistant that used machine learning to give users fashion advice. If “Made for You” ultimately follows the same path, Amazon will at least collect data on shoppers that it could potentially use to improve the fit of items in its many private-label lines.
Either way, Amazon’s fashion ambitions aren’t letting up. This year, it also launched a digital shop selling luxury fashion as it keeps trying to move beyond basics and make itself a designer destination too.
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