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United Arrows still makes almost 60 percent of its online sales through Zozotown. But sales on the brand’s own website are growing rapidly too — up 35 percent in the last fiscal year, which ended in March. Fashion company Bay Crew’s Group said 30 percent of its online sales come from Zozotown. But 60 percent are through its own website, generating precious customer data, said Jun Shimada, a senior executive. Foreign companies are helping Japanese retailers polish their online presence. Sweden’s Virtusize, for instance, adds code that allows users to compare the fit of items to those they already own. “Our biggest market by far is Japan, where close to 20 percent of all online retailers use Virtusize,” said Chief Executive Gustaf Tunhammar, adding that Europe was the second-largest market, and that “only a handful” of retailers in the U.S. used the technology. Japan is also one the largest markets for U.K.-based 3D-A-Porter, which offers three-dimensional body scanning and virtual clothing try-on, according to CEO Lara Mazzoni. Zozotown, meanwhile, has deployed its own high-profile technology to fight a slowdown in transaction value growth.

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