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Zozo tie-up offers digital bespoke tailoring to reverse fortunes

Partnership with suit maker Onward comes as pandemic clips industry

TOKYO -- With the coronavirus pandemic crushing the business attire industry, Japanese apparel group Onward Holdings and online fashion retailer Zozo will partner in a bid to create new revenue streams based on big data, Nikkei has learned.

Using data covering 1 million different body shapes previously collected by Zozo, the two companies will start selling custom-made jackets and other items in August. The partnership could prompt other industry players to look to digital technology as a means to expand their business.

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