Japan E-Commerce Latest Case Studies 2025: ZOZO
- あゆみ 佐藤
- 2 days ago
- 5 min read
ZOZOTOWN’s “ZOZOSUIT” and “ZOZOMAT”: How Body Measurement Technology Transformed Size Recommendations in Fashion E-Commerce
1. Structural Challenges in the Fashion E-Commerce Industry
1.1 The Industry-Wide Problem of High Return Rates
One of the biggest challenges in fashion e-commerce is the consistently high return rate.Industry data often cites an average return rate of around 30%, driven by:
Size mismatches
Differences between product images and the actual item
The common practice of ordering multiple sizes and returning what does not fit
These returns create a significant burden:
For customers: inconvenience, repackaging, and shipping costs
For companies: logistics, inspection, and restocking costs
For the environment: increased transportation and waste, contributing to mass-production/mass-disposal issues
The key issue is that the mismatch is structural, not incidental.
1.2 Limitations of Traditional Size Selection Online
Before ZOZO’s innovations, size selection on fashion EC sites was largely guesswork:
Checking static size charts
Estimating fit without the ability to try on
Repeating the “order–try–return” cycle
ZOZO sought to solve this problem at the root:digitizing body shape and providing size recommendations based on actual measurement data.
2. ZOZOSUIT: Building the Foundation of Body Measurement Technology
2.1 Launch of the First ZOZOSUIT in 2016 and Distribution to Over One Million Users
In 2016, ZOZO developed the first-generation ZOZOSUIT and distributed it free of charge to more than one million users.
This bold decision delivered enormous strategic value:
Establishing a large-scale body data sample for statistical modeling
Improving measurement accuracy through real-world usage data
Strengthening ZOZO’s brand image as a company committed to solving size-fit issues
The first ZOZOSUIT used a specialized pattern that enabled smartphones to capture 3D body measurements from multiple angles.
2.2 Evolution to “ZOZOSUIT 2” in 2020
In October 2020, ZOZO released ZOZOSUIT 2, which significantly improved measurement accuracy and usability.
Key upgrades:
Measurement accuracy improved to an average error of 3.7 mm or less
Up to 139 measurement points
Measurement time reduced to approximately one minute
Expanded compatibility with diverse body shapes
2.3 Value of Body Data from Over One Million Users
The massive dataset ZOZO collected provides value to both customers and brands:
For brands: better design and size planning based on actual body-size distributions
For customers: recommendations supported by the behavior of thousands of users with similar body shapes
This created a data-driven foundation for precise size recommendations.
3. ZOZOMAT: Optimizing Footwear Purchases with Accurate Foot Measurements
3.1 Introduction of ZOZOMAT
Building upon the success of ZOZOSUIT, ZOZO launched ZOZOMAT, a foot-measurement device, in 2018.
Features include:
Placing feet on the dedicated mat and photographing with a smartphone
AI-powered recognition of foot measurements such as length, width, and instep height
A convenient, free-at-home measurement experience
3.2 Reduction in Shoe Category Return Rates
After ZOZOMAT’s introduction, ZOZO observed a significant outcome:
Shoe category return rate decreased by 2 percentage points
Given an average return rate of around 30%, a 2-point decrease represents a 6–7% relative reduction, translating to hundreds of thousands of avoided returns annually.
3.3 Contribution to Environmental Sustainability
By reducing returns:
Transportation volume decreases
Product waste is reduced
Environmental impact improves
This ties directly into sustainability goals for the fashion industry.
4. ZOZOMETRY: Expanding Measurement Technology to B2B Use Cases
4.1 Official Launch in October 2024
In October 2024, ZOZO launched ZOZOMETRY, a measurement service for apparel manufacturers, research institutions, and businesses requiring precise sizing.
Two measurement methods are provided:
① App-based measurement (without ZOZOSUIT)
Accuracy: error under 10 mm
Up to 139 measurement points
Requires no device investment
② ZOZOSUIT + app measurement
Accuracy: error under 3.7 mm
Suitable for high-precision applications
4.2 Adoption in the Custom Wet Suit Industry
ZOZOMETRY saw early adoption in the custom wet suit manufacturing industry—an area requiring extremely precise measurements.
Before ZOZOMETRY:
Skilled technicians manually measured 30–40 points
Processes were highly dependent on individual expertise
Regional customers had difficulty accessing measurement services
After ZOZOMETRY:
High-precision measurement became possible with just a smartphone or ZOZOSUIT
Regional and international customers can order custom-fit products
Staff workload is significantly reduced
As of mid-2025, four manufacturers had already conducted more than 600 measurements using ZOZOMETRY.
5. How ZOZO Provides Precise Size Recommendations Online
5.1 Big Data × Machine Learning
ZOZO integrates:
Customer body data
Purchase history
Behavior of users with similar body shapes
This enables the system to recommend the size that has historically yielded the highest satisfaction for similar customers.
5.2 Evolution from “Approximate Fit” to “High-Precision Recommendations”
While perfect accuracy is not always possible, ZOZO’s statistical approach enables:
Practical and reliable recommendations
Substantial reduction of uncertainty around size selection
A smoother decision-making process for customers
5.3 High Accuracy Even Without Repeated Measurements
Today, even customers who do not repeatedly use ZOZOSUIT can receive accurate size suggestions based on:
Their initial measurement
Subsequent purchase behavior
Data correlations across similar users
6. Quantifiable Outcomes
6.1 Key Performance Improvements
Metric | Before | After ZOZOSUIT/ZOZOMAT | Impact |
Shoe category return rate | ~30% | ~28% | ↓ 2 points |
Body measurement users | 0 | 1M+ | Established large dataset |
Measurement accuracy (ZOZOSUIT) | Moderate | ≤3.7 mm error | High precision |
Measurement accuracy (ZOZOMAT) | Improved | ≤10 mm error | Practical use level |
6.2 Customer Benefits
Faster size selection
Increased purchase confidence
Higher engagement with personalized email recommendations
6.3 Brand-Side Benefits
Optimized size grading in production
Improved inventory planning
Detailed analysis of size-related returns
7. Commercialization of Measurement Technology
7.1 ZOZOMETRY as a New Business Domain
ZOZO is transitioning from an EC operator to a technology-and-data company by:
Commercializing its measurement technology
Offering services to manufacturers and specialty industries
Capitalizing on the initial investment in ZOZOSUIT distribution
7.2 Future Expansion Potential
Potential applications include:
Custom suits and shirts
Fitness and sports apparel
Medical devices (e.g., rehabilitation footwear)
Avatar and gaming industries
ZOZOMETRY could become an infrastructure layer for industries requiring precise sizing.
8. Implications for the Fashion and E-Commerce Industry
8.1 Solving Industry Problems Through Technology
ZOZO tackled the core issue—not by simplifying returns, but by reducing the need for returns altogether.
8.2 Democratizing Big Data
The company leveraged a massive dataset not only for its own services but also to create new B2B value.
8.3 Aligning Sustainability with Profitability
Reduced returns contribute to both environmental goals and business efficiency—an emerging best practice in modern retail.
Conclusion
ZOZOTOWN’s innovations—ZOZOSUIT, ZOZOMAT, and ZOZOMETRY—represent some of the most significant breakthroughs in fashion e-commerce.
Through:
A database of over one million body measurements
Highly accurate size recommendations
Reduced return rates
B2B expansion into industries requiring precision sizing
Technological commercialization beyond EC
ZOZO has fundamentally reshaped how sizes can be recommended online.
This case stands not simply as an EC success story, but as a model of solving industry-wide challenges with technology and turning solutions into new growth opportunities.
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