Amazon is expanding its experimental personalized clothing service, made for you, which allows shoppers to create garments tailored to their exact body measurements. First launched in December 2020 with casual t shirtsthe retailer is now add sports jerseys which can be customized in nearly 50 different ways by choosing from different fit options, necklines, sleeve lengths, colors and more. Shirts can also include your name printed on the tag as an added benefit.
To use Made for You, the customer will measure their body with the Amazon app. They will first enter their height, weight, body type and upload two photos. Made for You’s 3D scanning technology will then use this data to determine the customer’s measurements. Of course, those who have ordered from Made for You in the past don’t have to repeat the process to purchase the new shirt – they can simply personalize their new shirt and place an order.
As customers browse the different style options on the service, they can also view the fit of the shirt on an avatar through Made for You’s virtual try-on technology. It gives them a better idea of what the clothes would look like on their own body.
Amazon says the new athletic t-shirts are made from a soft, recycled polyester fabric with moisture-wicking and odor-wicking properties. By comparison, Made for You’s original product was a casual t-shirt that customers could choose from either a soft, lightweight cotton blend or a mid-weight, slightly stretchy fabric made from 100% Pima cotton.
If the custom garment still doesn’t fit when it arrives, customers can change their measurements and receive a free replacement, the retailer notes.
While bespoke clothing has traditionally been viewed as a luxury option, Amazon’s goal has been to make custom clothing more affordable for retail shoppers through the use of technology – with the added benefit , of course, to get a lot of real-world data. on customer measurements as Amazon pushes to expand its own private label clothing lines. It’s an area the company explored previously with its Amazon Echo Look camera which claimed to help users gauge their style choices, but largely seemed like a way for Amazon to ingest data about closets and styles. consumer favorites. Today, that Alexa device is no more, but Amazon still has fit data from customer feedback and its at-home try-on styling service, Prime Wardrobe.
News of the service’s expansion follows shortly after Walmart in March launched AI-powered virtual clothing try-on technology on its website and app for select apparel, including its own portfolio of exclusive and private brands. Last year, Walmart acquired virtual fitting startup Zeekit, which used real-time image processing, computer vision and deep learning techniques to show shoppers what they would look like in an item. particular.
Although the new Walmart feature isn’t designed for bespoke clothing, it’s similar to Made for You in that part of the process involves using an avatar that resembles the shopper’s body type.
Amazon has yet to share data on how its custom clothing is selling, but notes that customer response has been positive.
The new bespoke sports t-shirts are priced at $25 and are available now via made for youplus $25 casual tees.