Neil Morgan, the PETsMART, Inc. Distinguished Chair in Marketing at Indiana University’s Kelley School of Business, reached out to a Japanese ecommerce platform to find a model of how brand stewards might repair broken marketing organizations.

ZOZO had the best of intentions with its instrument of extreme customer engagement. It offered consumers a bodysuit – the “ZOZOSUIT” – covered in white circular markers. Shoppers would don the spotted apparel, and connecting the dots would then provide exact 3D body measurements.

As J Walter Thompson’s December 2018 “The Future 100: Trends and change to watch in 2019” report further explained, “Embedded sensors … measure the wearer to create a personalized, digital avatar. Algorithms then process your specific measurements and compare them to a database to create bespoke items tailored to the individual.”