Been disappointed too many times by clothes that don’t fit when they land at your doorstep?
This story first appeared in the November 19, 2014 issue of WWD. Subscribe Today.
LikeAGlove, a new wearable technology brand, wants to change that with smart garments that accurately generate personal measurements. The smart garments are being introduced today at the DEMO Fall 2014 conference in San Jose, Calif.
Consumers don a LikeAGlove smart garment — whether it be socks, leggings, camisoles, bras or shirts — which transmits the wearer’s measurements directly to their tablet or smartphone using the LikeAGlove app. The app’s search engine translates the user’s measurements into accurate size matches for the garments she or he wants to purchase.
LikeAGlove’s proprietary technology and processes (U.S. patent pending) was created to solve one of the biggest problems in online apparel shopping — fit. Too often, consumers are confused about apparel sizing, and different designers and manufacturers around the world use different sizing methodologies and measurements. Consequently, consumers are confused as to which sizes will best fit them, resulting in a lot of expensive merchandise returns.
LikeAGlove, which is privately held, is led by founders Simon Cooper and Michael Slobodkin. According to Cooper, the idea for the company began when his wife, who buys three to four items a week online, would often complain that the item didn’t fit and she had to send it back. “She wanted me to design something useful for her, and that’s how it all started,” he said. He explained that the user puts the garment on just once, presses “measure” and in seconds, has the exact measurements.
The company is setting up meetings with manufacturers and retailers that may want to use the technology. LikeAGlove’s smart garments are ready to be manufactured in large quantities. The garments haven’t been priced yet, but Jessica Insalaco, chief marketing officer, said they are “very affordable” and can be shipped directly to consumers. The company has a database of all the top brands and their sizing specs, so even without manufacturing or retail partners, consumers will be able to figure out which size they should order from a particular brand based on their personal measurements.
“This takes the guesswork out and they’ll be happier with the purchase,” said Insalaco.
Another use of the technology is that LikeAGlove can provide data to brands to help educate them on the variety of shapes and sizes of their consumers, without divulging people’s names.
The long camisole, socks, shirts and leggings (used to measure jeans sizes), are fitted and stretchy. They are made of seamless spandex, which has conductive fibers woven into it to make the technology work. The company places a wireless controller in the top of the garment that wirelessly sends the measurements to the app. The garments are washable and can be used by several members of the same family to take measurements, said Insalaco.
LikeAGlove is reaching out to strategic partners in the design, manufacturing and retail industries to work on optimal consumer delivery and access to the smart garments. The company is determining whether it will partner with retailers and manufacturers, or go directly to consumers. LikeAGlove is a start-up with teams in New York, San Francisco, London and Israel.