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Brief Published: 19 Nov 2020

Weekday Brings Virtual Fit In-Store with Body Scan Jeans


Democratising custom-fit fashion, Swedish fashion brand Weekday is bringing virtual-fit technologies in-store – launching a custom-fit denim jeans service at its Götgatan flagship in Stockholm. Requiring just a 30-second contactless scan in-store, the innovative concept aims to create uniquely fitted jeans at affordable prices.

The scheme draws on strategies discussed in the Bookable Brand Time section of Resetting Physical Retail, and aims to decrease inventory and production waste, although it’s currently on hold due to Covid-19 restrictions.

The technology generates a 3D avatar, converting 100,000 data points into body measurements and paper patterns ready for production. The customer then chooses between two different styles of jeans, as well as a choice of fabrics, waist and hem options and threading colour. The final product is delivered to the store for customers to collect within two to three weeks.

The Body Scan Jeans retail for 900 Swedish kronor (roughly $100), around twice the price of a regular pair of Weekday jeans. Because they’re cut to fit, while the product can be returned, Weekday offers store credit rather than cash refunds.

The programme has been created in collaboration with Hong Kong-based body-scanning company TG3D Studio, and US custom-fit technology and apparel business Unspun. Weekday is the first major brand partner for Unspun, which currently sells its own custom-fit jeans via its app and from locations in San Francisco and Hong Kong.

The move illustrates the demand for both custom-fit fashion and solutions to overproduction, both being combatted by the kind of virtual reality technologies also helping companies battle unsustainable e-commerce return rates. Since 2014, return rates for online purchases have risen 95% (Vogue Business, 2019) – a figure likely to soar as Covid-19 attuned consumers continue to migrate online.

See also Elevating E-Tail: Advances in Virtual-Fit Tech.