Zafu Opens Database to Retailers, Manufacturers
Emeryville, Calif.–based Zafu (www.zafu.com) is launching a research service for the apparel industry, covering fit and analytical information for the women’s denim and pants markets.
The information is gleaned from Zafu’s research, conducted with more than 2 million women and determining varying shapes, measurements and other characteristics. The company develops algorithms as well as research on fashion and marketing. The aim is to provide retailers and brands with more-accurate data on fit.
Product returns for women’s denim can run as high as 50 percent for some stores, according to company research. To help companies improve their conversion rates, Zafu offers a personal shopper service, which takes information from consumers and manufacturers and matches their body shapes and measurements with the appropriate vendors from a database of more than 300 brands and 700 styles.
Company officials said the technology reflects a 94 percent accuracy rate.
“Our vast data pool has enabled us to develop a unique view of women in the U.S. We have identified clearly different shapes and can show how each shape has different issues with clothing. Our new service lets brands work with us to see how their products fit the different-shaped women within their target market and how they perform versus their competitors,” said Zafu Chief Executive Officer Rob Holloway.
Zafu’s new service covers women’s jeans, plus-size jeans, bras, and casual and work pants. —Robert McAllister
