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Brain activity helps to choose the right clothes

The fashion chain Uniqlo has launched a system called "UMood" in Sydney which uses neuroscience to help customers choose their clothes. While wearing a headset, which uses a sensor on the forehead to measure brain activity, customers can watch video clips that each represent up to ten moods. An algorithm then uses five values – interest, like, concentration, stress and drowsiness – and analyses the customers' reactions when watching the videos. Uniqlo then uses surveys to map its more than 600 T-shirt styles and colours to various mood territories.