A popular retailer, Start Today, in Japan has found a way to separate itself from the competition by offering its unique sizing solution. It has spent seven years developing a custom-fit body scanning suit and app. Users take photos of themselves wearing the form-fitting Zozosuit that has over 300 stretchable polka dot markers. Data is then sent to the app. This gives users detailed measurements of their body to make sure they order the perfect fit. The company plans to use the data collected in order to keep the correct stock of each size.