Online fashion retailer Zozo will launch its first physical store in Japan this month, after years of investing in the e-commerce market.
Located in Omotesando, one of the most bustling shopping streets in Tokyo, the physical store will not sell garments on-site, rather it will provide consumers with freestyling guidance.
The store, called “niaulab”, is designed with the concept “Step into a fitting room”. It uses Zozo’s AI to make suggestions for customers from more than 700 products. Zozo says its AI will learn from around 13 million clothes on the outfit-sharing app Wear and will recommend three outfits depending on a short form filled out before the visit.
“While the term ‘personal styling service’ itself may be familiar to a few, niaulab will offer ultimate personalised-styling service free of charge, that anyone can try out more casually,” Zozo wrote on its website.
