ZOZO NEXT and University of Tsukuba's Digital Nature Development Research Center Launch Joint Research on Onomatopoeia-Based Clothing Search

ZOZO Research, the research and development organization of ZOZO NEXT, Inc. (Headquarters: Chiba City, Chiba Prefecture; CEO: Koutaro Sawada), and the Digital Nature Development Research Center at the National University Corporation University of Tsukuba (Location: Tsukuba City, Ibaraki Prefecture; President: Kyosuke Nagata, hereinafter 'University of Tsukuba'), led by Professor Yoichi Ochiai of the Faculty of Library, Information and Media Science, have initiated joint research on clothing search utilizing sensory expressions such as onomatopoeia, starting in April 2026.

<Background of the Joint Research> ZOZO Research has previously conducted studies on quantifying garment comfort, while the Digital Nature Development Research Center at the University of Tsukuba has researched onomatopoeia-based search interfaces.

When purchasing clothing in physical stores, customers can directly assess texture and comfort by touching the fabric. However, in e-commerce (EC), it is difficult to verify texture, and consumers must rely on product images, material descriptions, and reviews to make assumptions. According to the 'FY2021 Survey on the Actual Conditions of Manufacturing Base Technologies (Survey on the Domestic and International Textile Industry)' (※1), 59.9% of consumers feel uneasy about not being able to confirm fabric texture when shopping online, making texture uncertainty a key factor in diminishing the quality of the purchasing experience.

Such textures can be intuitively expressed through onomatopoeic words like 'sara-sara' (smooth) or 'moco-moco' (fluffy), yet they have traditionally been difficult to integrate into keyword-based search systems. However, recent advancements in AI technologies—such as voice recognition and generative AI—have created an environment where sensory language can be easily input and used to shape personal imagery. Onomatopoeia offers a concise way to capture impressions of texture that are difficult to articulate, and when combined with AI, holds promise for applications in personalized clothing search based on individual sensory preferences.

This joint research aims to enable users to express their personal imagery using sensory expressions like onomatopoeia and apply them to product discovery. By combining ZOZO Research’s extensive data on garments and fabrics, along with insights from its research on quantifying comfort, with the University of Tsukuba’s accumulated expertise in onomatopoeia-based web interfaces and AI applications, the project will develop a clothing search system driven by sensory expression.

(※1) Source: 'FY2021 Survey on the Actual Conditions of Manufacturing Base Technologies (Survey on the Domestic and International Textile Industry)' (Ministry of Economy, Trade and Industry) (https://www.meti.go.jp/shingikai/sankoshin/seizo_sangyo/textile_industry/pdf/005_04_00.pdf)

<Expected Research Outcomes> Through this joint research, the team aims to construct models and datasets that link sensory expressions such as 'sara-sara' and 'moco-moco' with garment texture and tactile information, as well as gain insights into the design and implementation of user interfaces that enable clothing search based on sensory input. In the future, leveraging the technologies developed, the goal is to provide users with a new shopping experience where they can find their ideal clothing simply by describing their preferred impressions or textures in words, thereby reducing purchase mismatches and enhancing user satisfaction with clothing.

<Overview of the Joint Research>

· Research Title: Research on Clothing Search Using Sensory Expressions

· Research Content: Development of search methodologies based on mapping non-verbal garment information—especially tactile sensations and surface textures—with sensory expressions, and exploration of application areas for personalized clothing discovery

· Research Team: ZOZO NEXT, Inc. and the Digital Nature Development Research Center, National University Corporation University of Tsukuba

· Research Start Date: April 24, 2026

<About ZOZO Research>

ZOZO Research is a research institute under the ZOZO Group, operating under the mission of 'quantifying fashion.' Based on the vast fashion-related data assets held by the ZOZO Group, it conducts research and development to scientifically analyze fashion.

· Name: ZOZO Research

· Established: January 31, 2018

· URL: https://research.zozo.com/

<About the Digital Nature Development Research Center, National University Corporation University of Tsukuba>

The Digital Nature Development Research Center (Director: Professor Yoichi Ochiai, Faculty of Library, Information and Media Science) defines 'Digital Nature' as an emerging 'new nature'—artificial objects indistinguishable from natural ones, and environments reconstructed through interactions between artificial and natural elements—enabled by foundational computing technologies such as ubiquitous computing, IoT, and cyber-physical systems. It envisions a fusion of the original 'nature with mass' and 'massless nature' created through data.

The University of Tsukuba hosts numerous researchers not only in information engineering but also in culture, arts, and sports, offering significant potential for advancing research related to Digital Nature. Launched in 2020, the center focuses on human-centered information engineering research, expanding and promoting new relationships between computers and nature across cultural, artistic, and sports domains. The center primarily engages in R&D, talent development, and initiatives toward social implementation. It also actively participates in joint research with companies and public projects, leveraging its expertise in information technology to address ESG challenges.

URL: Digital Nature Development Research Center https://dnc.slis.tsukuba.ac.jp/ Digital Nature Laboratory https://digitalnature.slis.tsukuba.ac.jp/