Uniqlo is introducing a brand new feature intended to make shopping that much easier for its customers. And, sadly, it’s not a new-and-improved droid. Instead it’s a web venture called Uniqlo Try. The latter, “self dubbed [as] ‘research entertainment’” intends to put prospective customers directly in touch with product reviews. For instance, the site “polls 343 women about the fit, style and feel of the ‘Bra Top,’ displaying the various responses uses graphs and video thumbnails,” says PSFK. Think of it as a virtual comments section where you match customers’ feedback to a face.

“Customers are also asked about their favorite magazines, make-up routine and fashion budget,” adds PSFK. Meaning, the website functions not only as host to video-based reviews; in many ways, it reads a bit like a virtual magazine. The move seems a smart one for the Japanese retailer. Given the current, extremely tempestuous retail climate, building a consumer-based community and encouraging brand loyalty is essential to any retailer looking to survive.