Amazon launches sales of "perfect" T-shirts

Consumers will be able to buy T-shirts that use "virtual fit technology" to create the perfect fit.

We all know how difficult it can sometimes be to find the perfect fit. It may look nice on the counter or in the store, but it doesn't look right on your body. And it is complicated for people with irregular proportions.

Online shoppers tend to order clothes in different sizes, colors, and styles, using their homes as closets and returning what they don't need. According to GlobalData, the resulting waste results in additional costs for retailers. It increases pollution - at least 39 million tons of clothing are thrown away each year.

And a new approach proposed by Amazon could, in theory, help address this issue. The ability to create personalized items, without having to do any pre-fitting, as was necessary with tailored services, should appeal to retailers and consumers.

Each item ordered is created after the buyer has provided information about their body, such as height, weight, or type. They must also send two photos of themselves and choose one of two fabric types and eight colors and length, fit, neckline and sleeve length. The finished T-shirt will cost the consumer $25. 

At this point, it's hard to say how impressive this approach is from an economic standpoint for retailers. Amazon is a large company known for its willingness to sacrifice some of its revenue to bring new life ideas. Body-fitting T-shirts can serve as additional advertising for the Internet giant, but it's doubtful that smaller retailers will be able to implement something like this anytime soon. 

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