• Amazon is building a virtual changing room app that will allow shoppers to “try on” apparel with the help of an avatar based on each user’s social media posts, as well as phone and desktop images. The app will also serve as personal stylist, evaluating each user’s schedule, geographic and weather conditions, job and free time activities (with the help of more personal data) to suggest viable outfits. Not only are their privacy issues at stake, but any app developed by Amazon will almost undoubtedly serve Amazon’s interests. Still, this may be tricky given the retailer’s floundering apparel efforts.