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Online Fashion Site Counts on Body-Scanning Tech to Rival Gap

Japanese billionaire Yusaku Maezawa is ready to take on Uniqlo and the Gap, and his plan begins with a funny-looking spandex suit he says will revolutionize online clothes shopping.

His company, Start Today Co., which operates the popular fashion site Zozotown, announced it will begin distributing a body-tight suit it says can accurately measure every person’s proportions. Customers don the suit, scan themselves with their smartphones, and generate 3D models of their bodies. The Tokyo-based company will then offer clothes to fit those measurements.