WAIR unveils fit solution with future-proof fashion retail

26 Nov '20

3 min read

Pic: WAIR

WAIR, the AI-driven modern solution for personalised fit, has unveiled its new size and fit solution, and has partnered with Cuts Clothing, Rhone, and Superdry. The company’s commissioned report reveals the majority of fashion and retail brands feel the pain of poor fit in both brand and bottom line, and are seeking new technologies to solve the issue.

The events of 2020, from the converging forces of changing lifestyles during COVID-19, to the inability to try on clothes in-person as stores shutter, and the surge of direct-to-consumer brands, have made business transformation imperative for longevity. Now more than ever, shoppers are reliant on e-commerce.

90 per cent of shoppers do not fit apparel as designed. As a result, half of online shoppers expect to return merchandise because of fit. These trends have led to 40 per cent of apparel being discounted or destroyed. Overall, incorrect sizing and overproduction have led to over $300 billion in lost profits for fashion and retail brands each year.

Using proprietary AI technology, WAIR works with the world’s largest and fastest-growing network of body dimension data to help apparel brands and retailers put shoppers’ bodies and preferred fit at the centre of their business - from design and planning to marketing, sales and customer experience. WAIR’s intelligent fit solution increases shoppers’ confidence that a garment will provide the fit they want, which in turn reduces cart abandonment and returns while increasing conversions. The result is deeper brand loyalty and a healthier bottom line, according to a press release by WAIR.

It all starts with Fit Advisor, WAIR’s ecommerce recommendation solution that matches products to a shopper’s individual body measurements and fit preferences. Using this plug-in, brands can help shoppers purchase the best fitting clothes without size sampling and returns. The data created with each use then powers the rest of the WAIR platform, which retailers and brands can opt into to get the full value.

Fit Advisor gives shoppers personalised and accurate size recommendations, validated by WAIR body data and patented AI, while capturing enriched shopper intelligence. Analytics Dashboard tracks optimised performance metrics and integrate personalised shopper insights throughout planning and sales cycles.

The complete product suite creates a flywheel of value, where each integration of body-based intelligence creates both immediate value and feeds back invaluable information that further enhances intelligence. Fit optimisation generates updated size specifications for optimized fit coverage for a target audience. Inventory forecasting predicts inventory needs and size runs - down to the store level. Ad Campaign Contribution optimises ad targeting for inventory full value sell-through and adjust ad spend based on the body data of shoppers.

As brands build shoppers’ confidence in accurate and personalized sizing experiences, they produce a gold mine of intelligence. WAIR delivers insight into shoppers’ unique bodies, new versus repeat consumers, products viewed versus those purchased, and helps uncover factors that influence customers’ buying decisions and more; each of these metrics is valuable for helping manage and grow a business. Taken together, the information helps future-proof a brand in a highly competitive and uncertain market.

Fibre2Fashion News Desk (GK)

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