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.
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye