We meet Vicky Zadeh, CEO of Rakuten Fits Me, who explains how retailers can learn from digital marketplaces and what stands behind the new online innovation Fit Match. Read her comment here:
Tech is transforming so many industries, yet fashion remains a bit behind the curve – which is rather puzzling, since it is in fashion’s nature to be a step ahead. Traditional retailers are struggling to keep up with market places like Amazon, who are muscling in at quite some pace. A key strength of digital marketplaces is that they’re data-driven, and know how to use data wisely to offer consumers exactly what they want. Retailers should sit up and take notice that data should be analyzed in ways that go beyond the purely transactional i.e. – what a shopper may have bought and returned. Retailers need to take steps to better serve their specific customers, getting to know them properly – finding out details about their demographic, body profile, what trends they’re into and what clothing shapes they like. But perhaps most importantly, they need to assist them in finding the right fit, as the current sizing system is broken. Size varies from brand to brand, within the same brand, and even in jean sizes. A 29in can vary wildly between brands, making it difficult to fathom as an actual measurement – it seems size is just a number.
We’ve always advocated that size is irrelevant, and with the advance of tech, the sizing system is redundant. Our new innovation Fit Match simplifies the online shopping process by allowing shoppers to “filter by fit”, helping them to determine which pieces will fit and flatter their shape – before they’ve started browsing. Customers are invited to enter their age, height, weight and bra or chest size, after which they’ll get to select the body profile that best matches their shape. Thereafter, every garment in stock with the right fit will be presented, meaning that shoppers don’t have to go through the time-consuming agony of falling in love with a garment only to find out that it’s not available in their size, or even worse, having an ill-fitting garment delivered and then having to return it. Returns aren’t to be taken lightly –they cost UK retailers a whopping £20bn a year, not to mention the environmental impact. Fit Match helps to reduce returns, while it saves customers a lot of time – making the online shopping trip a lot more fun in the process!