Uniqlo uses technology to match consumer moods with t-shirts

Japanese retailer Uniqlo has introduced a new technology that matches consumers with potential items for purchase. The UMood system analyzes shoppers' brain patterns to find t-shirts to match their emotional states.

The international retailer is taking its personalization in apparel one step further by implementing a test of this new technology at its central Sydney store, PCWorld reported. The technology uses neuroscience to make more appealing products and purchases—a growing field dubbed neuromarketing.

Here's how it works: A customer puts on a headset by Dentsu Science Jam, a Japanese company that studies brain signal processing. The headset is an EEG, or electroencephalography device, often used in the medical field. EEGs are now being used for gaming and marketing on a more regular basis.

Customers are then shown a sequence of images on a large screen such as waves, a dog or confetti. During this time, the headset records the brain waves at 20 times a second. The reading is then analyzed by a proprietary algorithm to help with marketing.

Uniqlo sells a selection of about 600 t-shirts. The "mood" determined by the algorithm can then help an associate show the potential buyer t-shirts to match that mood.

Uniqlo will debut UMood in various Sydney and Melbourne, Australia, stores over the next three weeks.

The retailer has recently been expanding its store presence in the United States and will open its first Midwest store later this month in Chicago. Uniqlo entered the U.S. 10 years ago and now has 40 stores.

For more:
-See this PCWorld article

Related stories:
Uniqlo set to launch in Chicago
Uniqlo opens two flagships in Toronto
Uniqlo partners with MoMA, adds Starbucks
Moschino opens first US concept store in LA
J.Crew could be sold to Uniqlo's parent company
 

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