Start Today, operator of ZOZOTOWN, will launch a new service called "WEAR" on October 31st, utilizing barcode scanning functionality, with 200 brands including United Arrows, Urban Research, A Bathing Ape, Topshop, and Snidel. The company announced that the service will be trialed at four Parco stores in Shibuya, Ikebukuro, Nagoya, and Chiba starting November 8th. The collaboration with Parco will be introduced as a limited-time promotion called "New Shopping Experience - Experimental," running from November 8th to April 30th, 2014, with participating brands including United Arrows, X-girl, Snidel, Urban Research, and Katharine Hamnett London. "WEAR" is a new service that allows users to activate the app's barcode scanning function and scan barcodes printed on product tags in stores with their smartphones. This allows them to check product information and outfit ideas on the brand's official e-commerce site or Zozotown. Product information scanned using barcodes is saved as a history within the app, and can be shared via social media, compared outside the store, and purchased online.

While it is a user-conscious service that allows customers to compare prices and consider sizes and colors of products they want, the announcement of the service has been met with a reaction from the industry that it will accelerate showrooming in brick-and-mortar stores, and it was previously announced that the service would be trialed at large suburban stores of participating brands at the start, but with Parco now introducing it, attention is turning to the possibility of collaboration with the service at other large commercial facilities.