The e-commerce company knows your name, your address and phone number, your favorite snacks, and your spending power. Now, it also wants to know your body type.
According to a report in The Wall Street Journal, Amazon is inviting people to participate in a survey. Participants need to go to its office in New York to receive a 3D body scanner scan of their body every two weeks for 20 minutes, every 30 minutes. To track small changes in their body shape.
Participants also need to answer whether their weight and health levels have changed significantly in the past year, and whether they have any specific weight loss or fitness goals. The survey said: "We are interested in understanding how people's body shape changes over time." Those participating in this survey will receive an Amazon gift card worth $ 250.
E-commerce has always been committed to accurately predicting the fit of clothing, understanding the changes in body shape is conducive to the sale of customized clothing and recommending suitable clothing for users to reduce the return rate.
Returning goods has always been one of the biggest costs for e-commerce. Most e-commerce companies, including Amazon, provide free clothing return services, so e-commerce companies have to bear the cost of logistics and goods when they are returned to the warehouse. In e-commerce shopping, the return rate of clothing is the highest. Some supply chain experts say that the return rate of some e-commerce is more than 40%.
The survey was initiated by 3D human body scanning, a new division of Amazon, which was newly established after Amazon acquired startup Lab Labs in October last year.
Body Labs was founded in 2013, the company's goal is to create realistic 3D human models to support various B2B applications, such as virtual fitting or game character models. The SOMA Shape API (SOMA Shape Application Program Interface) technology developed by Body Labs can use a single image to accurately predict and measure the customer's 3D body shape, which can be applied to the fashion and gaming fields.
According to the recruitment information of the department, the Amazon team is currently creating a statistical 3D model of the human body and then matching it with human images and videos through deep learning algorithms and other strategies. The job advertisement says it will provide Amazon customers with "a wide range of commercial applications."
In recent years, Amazon is focusing on developing its own fashion business and expanding and developing its own fashion brands. Last year, Amazon also launched a Prime Wardrobe service that “try on clothes before buying.†This new service allows Amazon ’s millions of Prime members to place orders online, try on clothes at home, just keep what they want after trying on, and leave them in Prime Wardrobe boxes when they are not needed, and the staff will reseal it. Free return processing.
Amazon has also launched an Echo Look device, which allows consumers to take 360-degree photos of themselves choosing clothes at home and provide users with the best wear suggestions through machine algorithms.
Morgan Stanley said it expects Amazon to surpass Wal-mart this year as the largest apparel retailer in the United States. Last year, its market share increased by 1.5%. Research firm Cowen & Co predicts that by 2020, Amazon ’s annual apparel sales may reach $ 85 billion.
However, in recent years, although anthropometry has advanced, it is not a simple matter. Susan Ashdown, a professor at Cornell University, has been studying clothing size and fit for 35 years. Since 2000, she has been studying body scanning technology. She said: "This is much more complicated than anyone imagines",
She cited different types of materials, huge changes in body shape, different postures and other factors. "Your shoulder, the angle of your hips, everything can affect whether your clothes suit you."
She also believes that the use of human body scanning technology to help show whether the clothes fit is more important than custom clothing production. "Getting this technology to a fitted suit is a huge leap forward."
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