Virtual tape measure promises a perfect fit

start-up-idea-tape-measureA “virtual tape measure” that promises a perfect fit aims to reduce the return of clothes bought online by 30-60%, and save millions in postage.


The tape measure – known as Body Shape Recognition for Online Fashion, from the London College of Fashion – takes detailed body measurements via webcam or smartphone.


It just needs a photo and height measurements to be input. It then produces a three dimensional image advising which size to buy at participating stores.


“The potential benefits for the fashion industry and for shoppers are huge,” says Philip Delamore from the London College of Fashion.


“Currently, it’s common for online shoppers to order two or three different sizes of the same item of clothing at the same time, as they’re unsure which one will fit best.”


Given the uptake of online shopping over the last few years, this sort of technology is bound to be a hit. How else might you reduce the return of clothes bought online?


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