At last, a solution to buying made-to-measure clothes online?

Online retail fashion is embracing personalization. Walmart, for example, has just announced a way of allowing customers to use their own photos to see, by means of an algorithm that calculates the fit, what the garment would look like on you. The approach is an improvement on its virtual fitting room, which shows garments on a series of fifty models with different features.

Another company, unspun, has gone a step further by offering an app that allows you to define a particular style of jeans in terms of color, seams, fit, etc., including a body scan before ordering the garment, supposedly ensuring a perfect fit. As its CEO, with whom I exchanged a couple of messages, told me, “a pair of jeans that you don’t need a belt to wear”.

In pursuit of customer satisfaction, the company has teamed up as a technology partner with a designer, Hillary Taymour, developing a simple way to make the whole buying process as inclusive as possible, given that the garment is made to your exact measurements.

What do you have to do? Simply download the app, select “scan”, wear only tight-fitting clothes that allow you to correctly interpret the shape of your body, clean the front camera of your smartphone to avoid problems, turn up the volume to listen to the instructions you are given, and carry out the…