GU to Open Next-Generation Store “GU STYLE STUDIO”

Japanese casualwear retailer GU will open a “next-generation” Style Studio in Harajuku this month, merging physical retail and advanced technologies. The studio will feature digital signage and a style creator app in the high-end retail district of Tokyo for the Fast Retailing-owned fashion brand.

A spokesperson for the brand indicated the store will bridge online and in-store shopping and “will offer a new type of personalised fashion experience, enabling customers to discover outfits that perfectly match their individual style, using the innovative technology of the GU Style Creator Stand” and the accompanying app.

Customers can check out the suitability of garments by having them digitally fitted on a personalised avatar of themselves based on a photo taken in the store. The avatar can be used as a basis to try and develop new styles.

The store will open on November 30.