'Amazon is developing a fashion app that will “revolutionise” clothes shopping by allowing customers to try on outfits with a ‘virtual mannequin’ created from social media photographs.
In a development experts fear will threaten the High Street, the American online giant has lodged a UK patent to scour “selfies” and online calendars to predict clothes a person may like or need.
It would “data mine” pictures saved on a phone or computer to produce an Augmented Reality image of the customer actually wearing clothes on sale, potentially eliminating the need to visit a shop’s changing room.
The app would also analyse photographs and appointments to establish a person’s job, the climate they live in, how they spend free time and suggest outfits for upcoming events or accessories for other things they own.
The patent application, seen by the Sunday Telegraph, says customers could swipe to like or dislike garments their mannequin would be shown wearing.
It explains “the number of images digitally captured continues to increase”, in part due to “arms-length … selfies”.
They could “search my look”, “randomise” outfits, and “find more like this”.
After granting access to personal data, the app acts as a personal shopper, showing them “wearing an outfit for which no image actually exists”.
Photographs of a customer wearing a variety of styles - such as T-shirt and shorts or long-sleeved shirt and trousers - would be harvested to “provide a realistic view” of them wearing similar clothes for sale.'
Read more: The future of fashion retail is just a swipe away, an Amazon patent reveals
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