Putting the Fit into Online Shopping
Online apparel shopping has proved to be a growth industry for some—and a pain for others. Navigating through various Web sites to find the right-fitting garments can sometimes be akin to rolling dice, said Pasadena, Calif., entrepreneur Louise Wannier, who thinks she has a solution.
This summer Wannier is launching myshape.com, an online clothing store that uses new technology aimed at weeding out a lot of the processes involved in finding the right-fitting garment. Wannier’s technology, called Shapematch, matches specific garments from specific brands with various body types.
Visitors to the site need to enter detailed body measurements and clothing preferences based on seven body types. Upon registering, they will have access to their own personal shop where—in theory—everything fits.
The Shapematch system uses mathematical algorithms to determine fit and size. It takes the nuances of various body types and differentiates between sizing discrepancies among various manufacturers as well as other factors.
For example, a small but large-busted woman might have the same chest circumference as a larger, but small-busted woman. The system uses the measurements to determine the differences.
Wannier said Myshape is aimed at busy professional women who don’t have a lot of time to shop. But she isn’t just focusing on fit. Fashion is a key consideration. The company is using the West Coast’s large stable of emerging and established labels to bring something different to the table, rather than focus on mass-market brands.
“We’re trying to make the shopping process convenient for them. This will take out a lot of the guesswork,” she said.
A recent survey by Port Washington, N.Y.–based market research firm NPD Group found that women generally don’t like to try on clothes. The survey, taken from 47,000 women, revealed that 47 percent “hated” to try on clothes, 53 percent found it hard to find clothes that fit and about the same number said they couldn’t find their sizes in stock.
Like footwear, women will often wear clothes that technically don’t fit due to inconsistent sizing or unrealistic fit and design.
Wannier is not disclosing her vendor list until this summer. She already has big name support. Former Wet Seal chairman Peter D. Whitford is on her board of directors.
Wannier co-founded Gemstar Corp., the company that developed VCR-plus in the consumer electronics industry. She also launched two other companies and currently sits on the board of EntreTec, an organization devoted to recognizing up-and-coming entrepreneurs.
“We want to become the best online resource for professional women out there. We want to make shopping an effortless experience,” she said.
Gap Restructures Supply Chain Staff
Gap Inc. said that one of its executive vice presidents and its chief supply chain officer, Nick Cullen, has left the company.
The San Francisco–based retailer said it will not replace Cullen, but has re-hired former supply chain staffer Stan Raggio out of retirement to become senior vice president of sourcing and vendor development. He will report directly to Chief Executive Officer Paul Pressler. Raggio worked at Gap from 1991 to 2002. Senior Vice President Colin Funnell will now oversee logistics for Gap and will report to Byron Pollitt, executive vice president and CFO.
Insta Graphic Supplies Brother
Cerritos, Calif.–based Insta Graphic Systems, which markets heat transfer systems, is now an authorized distributor for Brother International Corp.
The company is handling Brother’s GT-541 direct-to-print ink jet garment printer. For more information, call (562) 404-300 or visit www.instagraph.com.
