3D body-scanning apps could allow consumers to shop at online retailers using precise measurements, setting the stage for the industry’s latest disruption.

Style and aesthetics aside, the act of shopping for clothing is largely a process of determining fit. The apparel industry has never settled on a standardized sizing system and retailers have different numerical sizes and wide-ranging definitions of small, medium and large.

Finding the perfect fit is an even greater challenge for online purchases. For consumers, it means ordering two sizes of the same garment to compare fit or a multistep process of deliveries and returns. In fact, according to surveys from Alphawise, Morgan Stanley Research’s proprietary evidence-based research arm, product fit and returns are two of the biggest barriers to online apparel shopping.

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https://www.morganstanley.com/ideas/3d-scanning-apparel

Source: https://www.morganstanley.com/ideas/3d-scanning-apparel