On Amazon’s upcoming fashion app, through data mining photographs already saved on one’s digital device, a virtual mannequin can be created and outfits can be ‘fitted’ on you on the spot. This app will also analyse photographs and calendars to work out one’s job, hobbies and schedules – and even the weather. After evaluating these factors, it will suggest outfits and accessories for the user.

 

The American online giant has already lodged a UK patent for this app. As reported by the Sunday Telegraph, there are various tools available within it, such as ‘search my look’, ‘swipe to like’ or ‘randomise outfits’. Access to personal data needs to be granted in order for the user to pick out outfits for the virtual mannequin.

 

The weather will be verified via algorithm or in-phone weather apps, in order to better predict users’ needs. For instance, more warm weather clothing options will be recommended if the device detects higher temperatures.

 

Potentially reducing the customer’s need to visit a physical store to try on outfits, the upcoming app may be a massive threat to already ‘struggling’ high street shops. Neil Wilson, chief market analyst at Markets.com, agrees that such an app could “radically change the way we shop” and potentially “accelerate the shift away from the high street”.

 

“I see a lot of potential in this. This interactive mannequin could revolutionise shopping. For the bespoke tailoring industry, the tradition is to have outfits cut and tailored to one’s specific measurements in person, but this process has also transmitted into 3D scanning projects that provide a quicker way of measuring,” said Josh Masih, professor at London College of Fashion.

Amazon is changing the fashion industry, as well as other retail sectors.

 

It reportedly plans to launch its physical ‘Amazon Go’ cashless store in London. It is a futuristic retail store that allows customers to shop without cashiers. Cameras and sensors will monitor their collected items and add them to the virtual baskets in their accounts. They are charged through their Amazon accounts and simply need to scan the app before they leave the store.

This poses a huge risk to the physical retail sector, and will continually put high street stores under more pressure. “It will be absolutely disastrous,” says Dan Cheung, owner of a retail shop on Islington’s Upper Street. “They used to be online, so why are they targeting us now?”