Report: Fast-fashion giant uses Google app to customize dresses

H&M is saying yes to what is being described as a “data dress.”



The fast-fashion retailer is teaming up with Google to create and sell frocks based on customer-specific data tracked by an Android app, reported The Verge.



H&M’s fashion house Ivyrevel uses Google’s Awareness API to create dresses based on insight it collects via beacons, such as where users socialize, and her local weather conditions, according to the report. Once designed, H&M plans to sell the dress for $99, Verge said.



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