New Partnerships Key to Keeping MyShape on Its Growth Track
Pasadena, Calif.–based e-tailer MyShape (www.myshape.com), which provides an online personal shopping service, grew by five-fold in 2008 and kicked off 2009 with two new partnerships.
The company recently aligned with online custom-denim resource IndiDenim (www.indidenim.com), which markets customized jeans based on customer preferences. In addition, the company is teaming with online dating resource eHarmony to become its official fashion resource for its new online date planner.
MyShape merges technology with fashion by matching customers’ body types and fashion tastes by creating a “Personal Shop” featuring an offering of more than 200 apparel labels. The company’s patented ShapeMatch technology incorporates data on body types provided by the customer’s measurements and presents an offering of the most flattering garments within the company’s deep inventory. The result is significantly lower returns than average e-commerce orders. In addition, the average orders are double the size of the industry average, and the site achieves a 50 percent higher rate of return business, according to company officials.
Since launching about 2frac12; years ago, the company has achieved a membership of about a half million women.Membership growth just in December jumped 20 percent, according to Chief Executive Officer Louise J. Wannier. Membership growth tends to parallel sales, she said.
The recent partnership with IndiDenim integrates the site within MyShape customers’ personal shops so they immediately receive recommendations based on their body types.
IndiDenim is an online resource for women to customize the fit and look of their jeans, enabling customers to pick pocket styles, rise heights, pant-leg shapes, fabric, wash and other details. The Silicon Valley, Calif., company, which launched in 2007, also offers a selection of its own in-house designs.
With its eHarmony partnership, MyShape will be part of eHarmony’s new “advice date planner,” which is an online community featuring dating and relationship articles and discussion forums. MyShape is leveraging its personal shop to eHarmony members so they can get date-ready with fashion tips, trend advice and suggestions on apparel choices provided in part by MyShape Chief Creative Officer Patty Fox, who is also a fashion coordinator for the Academy Awards.
Wannier said the company has also made inroads through a deep and fine-tuned inventory managed by former Directives West partner Sandy Potter. Louise Tobia, a former vice president and divisional manager at Robinsons-May, was recently promoted to vice president/general merchandise manager. The company’s vendor base includes California labels such as Sue Wong, Corey Lynn Calter, Rachel Pally, Tadashi, Ed Hardy, BCBGeneration, AG Jeans and others.
“We have a very tight relationship with the market that enables us to run our business as close to just-in-time as possible,” Wannier said. “We’re working with other e-commerce partners as well as drop-ship partners and a mix of relationships.”
Many MyShape orders ship directly from the manufacturer, allowing the e-tailer to keep lean physical inventories. In addition, Wannier plans to syndicate MyShape’s personal shops to other e-commerce ventures. The e-Harmony partnership is just the latest in MyShape’s efforts that extend beyond the fashion industry. The company recently worked with Proctor & Gamble/Downy Total Care for a promotion in which P&G’s customers were invited to discover their shape and color palette through MyShape. The participants were given personal look books featuring fashion suggestions as well as tips from Jorge Ramon of Ann Taylor.
MyShape vendor Kim Camarella-Khanbeigi of Anaheim, Calif.–based plus-size label Kiyonna said the company has matched up well with the MyShape customer.
“We don’t work with a lot of e-commerce accounts, but I’m impressed with MyShape. It’s a unique business model that is based on a high level of service and fit,” Camarella-Khanbeigi said. “Working with them as a merchant is great. Their back-end operations are amazing, and on the front end, they go above and beyond.”
Sharon Koshet of Los Angeles–based showroom Sharon Koshet Sales said the company bought several of its lines, including Isabel, Hippie Ink, Mesmerize, Ash & Sara and Rain.
“They are very positive right now,” she said. “We’re blessed to be working with such a great company right now.” —Robert McAllister
