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As Zozotown suits up, Japan's online fashion revolution gathers speed

But 60 percent are through its own website, generating precious customer data, said Jun Shimada, a senior executive. Foreign companies are helping Japanese retailers polish their online presence. Sweden’s Virtusize, for instance, adds code that allows users to compare the fit of items to those they already own. “Our biggest market by far is Japan, where close to 20 percent of all online retailers use Virtusize,” said chief executive Gustaf Tunhammar, adding that Europe was the second-largest market, and that “only a handful” of retailers in the U.S. used the technology. Japan is also one the largest markets for UK-based 3D-A-Porter, which offers three-dimensional body scanning and virtual clothing try-on, according to CEO Lara Mazzoni. Zozotown, meanwhile, has deployed its own high-profile technology to fight a slowdown in transaction value growth. Its Zozosuit collects body measurement data that allows users to order fitted clothing online. The company is breaking new ground in deploying such technology on a large scale, with more than 550,000 suits sent to customers.

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