Based on foot data, a shoe last that fits your foot shape is selected, and then you find the perfect pair for you. This may be a new standard that will change the way we interact with shoes.

A new way to choose shoes using data.

Are you familiar with "YourFIT365," which is available at the women's shoe department on the 2nd floor of the Isetan Shinjuku Main Building, as well as at the Nihonbashi Mitsukoshi Main Store and Ginza Mitsukoshi? This service, which started in March of this year as "YourFIT365 ISETAN MEN'S" at Isetan Shinjuku Store, Men's Building , is fundamentally changing the way people encounter shoes. "YourFIT365" was also featured at "ISETAN Shoe Fair 2020 (hereinafter referred to as Shoe Fair)." So, to find out what kind of service it is, we first visited the women's shoe department on the 2nd floor of the main building.

With "YourFIT365," you can acquire data about your own feet and then choose shoes made with a last that is a good fit for that data. To do this, your feet are first measured using a 3D scanner in the store. Based on that measurement data, shoes with lasts that fit your feet are listed on a tablet terminal in the store. If you use the Mitsukoshi Isetan app, you can view the data and the list on your smartphone. Until now, you had to choose shoes in the store, but with "YourFIT365," the shoes are guided starting from your own feet.

A report on my experience with "YourFIT365".

Here, we'll introduce the process of measuring your feet and choosing shoes using "YourFIT365," along with detailed explanations of each step.

1. Mark your bare feet

This report details the "YourFIT365" process actually used in women's shoe departments. First, to enable highly accurate measurements, socks and other footwear are removed, and measurements are taken with bare feet. At this time, stickers are used to mark the ball joint (the joint at the base of the big toe and little toe) to set reference points for measurement.

2. Scan one foot at a time.

The measurement is taken using a 3D scanner located in the women's shoe section. You place one foot on the glass surface and scan your foot while standing. Each foot takes about 30 seconds. The scanner is installed in an inconspicuous location on the wall side of the sales floor, so you can have your feet measured without worrying too much about being seen.

3. Transfer the scanned 3D data to your PC.

The 3D data of your feet, measured by a scanner, is quickly loaded into the PC in the shoe department, allowing you to view your own feet in 3D on the screen, from 360 degrees to the soles. It's a unique experience that lets you see the shape of your feet, something you wouldn't normally be aware of.

4. Guidance along with the medical record data.

We explain your foot tendencies and size by showing you measurement data on a tablet device, organized like a medical record, including measurements for each part of your foot, the shape of your foot from above and from the side (profile), and the silhouette of your foot circumference. This process is much faster than measuring with a tape measure, which would take a long time.

5. The measurement data will be displayed as follows.
Detailed measurements are derived, including not only foot length and width, but also the circumference of the instep, arch length, heel width, and the angles of the big toe and little toe. General size indications are also displayed for both the left and right feet. This data can be viewed on your smartphone by downloading the Mitsukoshi Isetan app.

6. Shoes that fit your feet will be recommended.

From the shoes whose last data has been loaded, shoes with lasts that match the measured foot size are listed and displayed on the tablet screen. The degree of fit is also shown in stages. At the store, you can choose the shoes you would like to try on from this list. Alternatively, you can check the list on your smartphone beforehand before coming to the store.

7. Advice and fitting by a stylist.

The fit can vary depending on the material and construction of the shoes, and the feel when you wear and walk in them is also important. Of course, styling with your outfit is also crucial. It is recommended to actually hold and try on shoes, taking into account the advice of the stylist in the store, to find the perfect fit for your feet.

8. The best pair chosen.

Based on your foot data, a list of shoes is generated, and you'll try them on and receive advice from a stylist to select the best pair for you. Previously, shoe selection involved choosing brands and designs in stores and then fitting your feet into them. Starting with your own feet might significantly change your perspective on shoes.