For customers overwhelmed by the deluge of brands and those brands’ sizing variations, Tanya Shaw, president and chief executive officer of Me-Ality by Unique Solutions, said Me-Ality’s size-matching capabilities can help take the mystery out of finding clothes that fit right. “If the customer goes into the fitting room and every single item they try on fits them, there is a much greater likelihood not only to upsell that consumer, but also to be able to have her want to purchase more,” she said.
Me-Ality has placed size-matching stations in the common areas of 50 U.S. malls and is on track to have 300 inside malls by the end of the year. Customers enter the stations fully clothed and a wand rotates around them for 20 seconds to capture 200,000 data points from their bodies. Afterward, they receive a Me-Ality identification number and a curated shopping guide of recommended items that fit them from different brands and retailers. The service is free to customers, but retailers and brands pay per recommendation. However, Shaw stressed, “Unless it truly fits them, it won’t show up on the shopping guide.”
The implications of the service for retail sales are widespread. Shaw said 40 to 60 percent of customers who go online or into a store to shop for items from their shopping guides purchase something off the guides, and 60 percent of those using Me-Ality have tried or bought an item from a brand they weren’t aware of or didn’t know would fit them. “They are also being more confident with shopping online because they know that when they order that size, it is going to fit them properly,” said Shaw, who continued, “We are guiding them to better-fitting apparel, and this is really about knowing that customer better than she even knows [herself.]”
When it comes to knowing the customer, Shaw underscored that utilizing the data Me-Ality can provide is critical. From the information collected, which covers users’ size, gender, ethnicity and purchases, among other elements, retailers and brands learn how their sizing competes in the marketplace, she explained. They can get a feel for customer preferences as well. “Everyone knows that we ordered too much of a certain size, but what people don’t know is what could have sold had it been on the shelf,” said Shaw. “Companies that start to take advantage of this information are going to be the companies that really succeed in the next period of time.”
The ultimate goal is for retailers to effectively and efficiently meet customers’ demands. To do that, mass customization will be taken to “a whole new level,” according to Shaw. In the future, she said, customers would be able to point their mobile device at a piece of clothing to determine if it fits them and if it complements their wardrobes. She also mentioned an evolution of dynamic couponing, in which customers are told about sales based on their locations, that incorporates fit data. “It is not just that there is something in that store that is on sale, it is what’s in that store that’s for me, that’s going to suit me,” said Shaw.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)