Uniqlo innovates in Australia with a mood reader

By

Barbara Santamaria

Published
Oct 29, 2015

Japan's Uniqlo has launched a new platform featuring neuroscience technology which creates a t-shirt to match a buyer's mood based on brain wave readings.

Developed together with the neuroscientist from the University of Melbourne, Dr Phil Harris, UMood measures a person’s brain activity by showing them different images and videos on a screen. The machine then computes an algorithm that suggests the appropriate t-shirt to match their mood.

Shoppers were encouraged to try UMood at different Uniqlo stores in Sidney and Melbourne over October.

The concept behind the innovation was to help people choose a t-shirt from the Japanese brand's extensive 600 collection. It is unclear whether the retailer plans to take UMood to other countries.