Top Japan fashion site bets big on private brand, body scanning

Yusaku Maezawa, the chief executive of Zozo, which operates Japan's popular fashion shopping site Zozotown and is officially called Start Today Co, speaks in front of a projection about Zozosuit at an event launching the debut of its formal apparel items, in Tokyo, Japan, July 3, 2018. REUTERS/Kim Kyung-Hoon

Japan’s largest e-commerce company is betting that it has found the key to selling clothes online: a size-measuring bodysuit and its own line of clothing. 

Start Today Co, which runs a shopping site in Japan called Zozotown that’s popular with younger consumers, unveiled its own made-to-fit private label T-shirts, jeans and business suits as it pushes deeper into web-based apparel sales. The clothes are meant to be sold to customers using a body-scanning suit and app developed by the company, which is renaming itself Zozo Inc from October.