​UNIQLO uses neuroscience to match your T-shirt to your mood

Japanese retailer, UNIQLO, has rolled out its first-ever neuroscience fashion campaign that matches clothing selection to consumer’s moods. The wearable technology, UMood, is placed on the forehead of customers, who are then shown a series of still images and videos. Their neurological reactions provide a brainwave reading, allowing UNIQLO to score this against an algorithm that will then suggest a t-shirt from the retailer’s range to match the consumer’s state of mind. These include feeling ‘adventurous’, ‘calm’ or ‘stressed.’ Consumer neuroscientist at Nuro and Honorary Fellow from the University of Melbourne, Dr Phil Harris, said the campaign reflects a growing trend for brands to turn to neuroscience technology to give them an edge with consumers. “We’ve seen neuroscience infiltrate the way our advertisements are put together and which advertisements make…


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