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.
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
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye
Did you know: @carlychaikin of "Mr. Robot" has been painting for about a decade? The actress, who plays Darlene on the show, is a self-taught artist who lists Salvador Dalí and Chuck Close as some of her idols. Chaikin told WWD that painting is a form of meditation for her — A much-needed one given the intensity of "Mr. Robot." See a piece Chaikin is working on at WWD.com (📷: @jilliansollazzo) #wwdeye