Startups Are On The Brink Of Solving One Of The Biggest Problems With Shopping Online(Business Insid

Naked Labs can give a detailed breakdown of a user's health statistics, but it could also have big implications for retailers.

The article first appeared on the Business Insider.

One of the biggest advantages of shopping for clothing online — not having to try things on — is also one of its biggest drawbacks. Without having seen clothing items in person beforehand, it can be difficult to know whether they will fit properly.

Now several tech startups are locked in a race to create new technology that could change that.

California-based startup Naked Labs is one of them. It recently unveiled a 3D body-scanning mirror with a connected rotating scale that sends detailed information about your health, weight, body mass index, and body measurements to the connected mobile app.

While the technology is currently targeted at the world of fitness, its uses are limitless, co-founder Ed Sclater told Business Insider's Zoë Bernard in July.

In fact, it's already looking at ways to partner with fashion retailers to create an online world where you can virtually shop for outfits fitted precisely to your measurements.

"Our biggest problem is figuring out what not to do," Sclater said. "We have opportunities in the gym space, the medical space, the insurance space, where companies are moving from reactive to proactive care. We're interested in working with anyone who wants to customize the world for your body."

Amazon, which is making big moves to grow its own apparel empire, bought New York-based startup Body Labs, a company that makes software that captures the body's shape and motion in three dimensions, in October.

In May, The Wall Street Journal reported that Amazon was inviting people to a New York office to have the shape and size of their bodies scanned over the course of 20 weeks. It could conceivably be creating a system for customers to virtually try on clothes or shop for styles that are better fitted to their body shape. An Amazon spokesperson declined to comment on the speculation to Business Insider.

While Amazon has proven that we don't need to visit a store to pick up books, household goods, or even electronics, clothing shopping can be a little less straightforward.

Read more on the Business Insider.

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