How to wear hand-held clothes

In the apparel industry, in recent years "how to sell" seems to be a topic in many cases. The size of the apparel EC market and the rate of EC conversion increase year by year (1.7 trillion yen, 11.5%METI)) Increasing the presence, real stores are relatively less influential. Mercari and other CtoC markets are also active. In order for apparel companies to achieve further growth it is difficult to escape from "new way of selling".

By the way, is it really "How to buy" that is most in trouble for consumers. According to one theory, the items frequently worn by the clothes they have are about 20%, the rest are hardly movable and they are being disposed of immediately. In that sense, consumers are in trouble, not purchasing new items, selling and dispensing, but how they make use of the clothes they have.

The story of how to utilize hand-held clothes is asked not only by consumers but also by apparel companies. Through its own applications and point cards, the big apparel knows which product of which brand is purchased. However, in order to know whether the clothes that I sold really wears, what kind of coordination they are wearing, what they sold in the Furima application, it is only a matter of questionnaire to the user and it is quite easy to grasp the actual situation difficult.

STANDING OVATION Co., Ltd. is the startup that challenges such a situation. An application that suggests automatic wearing coordination when the user registers clothes they have "XZ (closet, ※)We operate the. I talked to the representative Mr. Ogita.

(*) Below "XZ" refers to service and "Closet" refers to online or offline closet.

(Interview: August 2018)

XZ cloud user's closet

Mr. Ogita at STANDING OVATION originally worked for an advertising agency. I was involved in the event and casting business, and I often looked at wearing features in women's magazines etc. I felt that the problem of "I do not know the coordination of hand-held clothes" and "I do not want to think that only the same clothes are wearing" has been solved. After that, Mr. Ogita who started a business through a new business officer at a net venture, in addition to the above-mentioned feeling of the problem, thinking that "fashion is non-verbal and Japanese fashion is evaluated from the world, we can make a global challenge", STANDING Started OVATION, Inc., "XZ" developed.

I think that fashion till now was often a one way street from the brand in the form of sales. But fashion is important not only to purchase but also how to combine hand clothes.

So I felt that if we could cloud information on hand-held clothes and propose coordination, we could improve user's convenience. (Ogida, the same below)

STANDING OVATION Mr. Ogita

Now XZ is an online closet application that digitizes the contents of the user's closet. When the user registers clothes on hand in XZ, the application automatically suggests 21 drafts (3 drafts / day × 1 week) for coordination of clothes from hand clothes. It corresponds to both women and men.

XZ has renewed in July 2018. Previously it was not automatic, we adopted a format that other users suggest coordination. We have visualized the closet of each user, created one big closet in the world, shared each user's items, communicated it to the hub. Users followed the other users like like, peeking in closets, thinking about coordination and taking communication.

In XZ, about 4 million items have been registered so far, and over 100 million coordinates have been created by the user. Users are registering 35 items on average, and many people register more than 100 items.

STANDING OVATION utilizes this data and also combines photography information crawling etc., and developed its own coordinating engine. In July 2018 renewal switched to the current automatic suggestion method. However, the concept itself "visualize real closet online" has not changed.

(image: XZ)

How to easily register hand-held clothes

When using XZ, users need to register their own clothes, but you do not need to register "shoot all photos" of all items. It is also a feature of XZ that there are several registration methods.

The first thing to do after downloading the application of XZ is "trial Corde". Present items that are likely to have high probability such as white T - shirts and blue jeans from XZ, and the user registers the item they have from them. Easy coordination is possible even with this alone.

"Choose from similar items (Quick Item Registration)" has the function of searching for similar items from items registered by other 4 million users, "probably the world's largest registered number" (Ogita) . There are also a certain number of users who cut out only items from photos taken with smartphones, and you can register materials with such high universality. "Search from the Web" is a function that allows you to capture images that are in partnership EC such as UNIQLO, GU and [.st]. Of course you can shoot and register items by yourself.

At first glance, it feels adequate just by "registering pictures taken by myself", but XZ prepares multiple item registration methods in order to improve user convenience. For example, if you are a male, there are many people who are not particularly concerned about "black T - shirts", and if you just grasp the coordination, you do not have to register exactly the same items. In that case you do not have to bother to register the pictures to the user, but use similar images. There are circumstances on the XZ side that coordinating engines make it easy to recognize clothes for quick items registration and searching from the web.

When item information which is basic information of coordination is registered, "CODE Forecast" appears on the XZ top screen. In XZ, not only a coordination proposal is presented, but it is a mechanism that proposals are made according to weather and temperature, such as "white short sleeve if it is hot and sunny", for example.

The value of XZ is a coordination proposal using hand-held clothes. It is very troublesome for the user to register all the pictures that they have. So in XZ we prepared several wires that allow you to register items without taking pictures.

In addition, in the Corde forecast, sentences similar to the wrapping Corde of a magazine such as "Wearing a white blouse as a main body, matching Khaki's wide pants and getting out of place" are also automatically generated. It is a three-piece set of "image of figure wearing", "item collage", "catchy sentence", which tells the user that "I am in coordination."

By the way, in XZ, if you think that the suggestions are somewhat different, different plans will come out right away (this is also a nice place for automatic suggestions), helping users coordination that there is a function to consider matching specific items A function is interspersed.

I will customize the engine in order to improve coordination accuracy such as increasing taste and taking seasonality further into the future. In addition, it adds elements of height and skeleton so that we can propose more personalized suggestions, we are also thinking of coordination proposal considering taste such as Korean type and beautiful type.

Coordinating commerce "with apparel business

The proposal of XZ currently proposes coordination based on the item he has. In the future, for example, we introduce one recommended item to this, and he seems to think about "coordinate commerce" that you can purchase if you like.

Coordinating is also fun, but fashion is fun to buy new items too. XZ is primarily to make effective use of the item that the user has, but I would like to propose "coordinating commerce" that takes advantage of the coordination proposal in XZ as a new shopping experience. Instead of unilaterally pressing from the producer, in cooperation with existing apparel brands, we buy one item to make use of the items the user has.

The conversion rate of the EC site is said to be 1% now, but if you use the mechanism of XZ you can recommend clothes after considering the clothes you own, so I think that you can make more conversions . If the conversion reaches 2%, sales will simply be doubled. I would like to offer it to other EC brands as well.

Although XZ who intends to incorporate coordination engine into other company's EC, if another company possesses a history of what the user bought with the brand in the past, such as an application, the coordination making use of past purchased clothes Proposal can be done automatically. Because we know the items that the user has, we can merge online and offline and customer service at the store may change.

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The apparel item is a cycle of purchase → wear → disposal (recycling, disposal etc). Although the method of purchase and disposal has diversified by the appearance of EC and CtoC service, "wear" has not been readily followed, and not only startup but also major companies provide new wearing experiences such as personalization and subscription to users I am working on various attempts.

XZ solves the problem of "wearing around" by the cloud of his clothes as the starting point, and in the future we can expect to collaborate with existing apparel such as coordinate commerce. If this is successful, consumers should have one way to enjoy fashion. Not only users interested in XZ but also businesses who wish to collaborate, please check XZ.

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