Is it more reliable to choose clothes based on your brain waves than your eyes?
The high status of the fashion industry is not only reflected in design. If a clothing retail company wants to show its technological content, besides working on fabric research and development, what else can it do?
UNIQLO conducted a demonstration. It launched a program called Umood that can help test people choose clothes based on their mood. Just put on a sensor like a headset and face the big screen. Several videos will be played on the screen, such as a woman reading in the forest, a cat, a dancing man, cherry blossoms falling and other scenes. Each segment will represent more than 10 different emotional atmospheres. During this process, the brain waves will be sensed and received, and finally recorded.
This system summarizes brain emotions into five major indicators: points of interest, preferences, concentration, stress and sleepiness. Each category has a corresponding UT series. It is said that Uniqlo has prepared 600 T-shirts to match.
This set of equipment combines brainwave sensing technology from the ScienceJam division of Japan’s Dentsu advertising company and sensors produced by Silicon Valley company NeuroSky. Uniqlo also specially invited a neurology professor to explain this technology.
However, this system is currently only available in Sydney and Melbourne, Australia, and there is no news that it will be introduced in China. After all, for Uniqlo, the purpose of this activity is not to collect extensive consumer data, but to provide consumers with a little fun through technological means, or to be more precise – a marketing method that looks more talkative.
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