Amazon’s new brand aims to deliver the perfect fit

Amazon has launched a custom T-shirt brand that aims to tailor a perfect fit for shoppers.

The brand is called Made for You and is starting with T-shirts, but the retailer said it is looking to expand into other items in the future.

When ordering a shirt, shoppers are required to submit height, weight, body style and two photos to create a “virtual body double” avatar that can model the shirt before purchase. Shoppers use their mobile phones to go through the process and then can further customize the shirt after Amazon captures measurements.

The current T-shirt options include choosing a fabric, color, length, a fit (slim, classic relaxed), neckline (crew or v-neck) and sleeve length (short or long). 

On the Made for You site, Amazon said that as a shopper customizes the shirt, the preview virtual body double changes in real time and can be spun around 360 degrees for a full view.

The tailored fit idea is one they tapped influencers to tout on the brand page in a video it posted and quotes from the fashion influencers.

The new service certainly challenges the idea of traditional retailers and their custom shirts and gift ideas where they can be customized in the photo department with a photo and message, for example, and the tailored-fit technology is a big step forward in virtual shopping.