Home Smart 100 2011 Fit2Buy (SMART 100)

Fit2Buy (SMART 100)

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The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.

Fit2Buy

This innovation initially came to life when…

…thinking about the lack of a working online fitting room, we reaslised although shoppers can’t describe their body’s shape/size they actually don’t need to as the clothes in their wardrobe do that for them; people only buy and keep clothes that fit well. Fit2Buy lets shoppers compare the size/shape of items online to the items in their wardrobe; because they know the items in their wardrobe fit, if the clothes online are a similar shape and size then they will fit the shopper too. This method would only require photos to be taken and wouldn’t rely on measurements/sizing charts.

WHAT & HOW

The purpose of this innovation is to…

…provide an accurate, simple to operate, and easy to understand fitting room solution to online shoppers and retailers using nothing but photos.

It does this by…

If a shopper and seller take a photo of similar items of clothing (e.g.a t shirt) and include a CD in each photo, by scaling the CDs together everything else in both photos are automatically at a 1:1 ratio. Overlaying the images it is then easy to compare the size/shape of the item online to the size/shape of the shoppers item.

PURPOSE & BENEFITS

This innovation improves on what came before because…

It works for all items of clothing, even shoes, sunglasses and baby clothing. The process only uses photos and is identical for all items. It requires no special skills or hardware beyond a camera and can be offered cheaply. Shoppers don’t need to measure body parts and results are easy to understand and accurate.

Its various benefits to the customer/end-user include…

…accurate results which will reduce returns for retailers and help shoppers buy the right size, first time. A short, simple learning curve, immediate answers, a self service/software-only interface for retailers, allowing small retailers the same advantages as large retailers.

COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

…complicated and heavy body scanning machines (expensive and rare) or ‘virtual avatars’ created through shoppers measuring body parts. These were prone to error and shoppers couldn’t be bothered finding the machine/measuring body parts and only big budget retailers could afford each solution; these solutions also only work for some clothing types and provide no help for shoe sellers.

Its predecessors/competitors include…

…fits.me, or various body scanning machines are offered; however none are readily known inside the industry and have been around for more than five years with little take-up or success.

TARGET MARKET

It is made for…

…all shoppers buying clothes online and all retailers selling clothes online. Because Fit2Buy is only software running off the cloud, any retailer can integrate the service into their site in a matter of minutes. The service can even be offered to individuals selling one-off clothing items on online auction sites like eBay. Essentially Fit2Buy is the fitting room solution for both sides of the entire online fashion industry.

DISTRIBUTION STRATEGY

It is available for sale through…

Fit2Buy operates as a widget offered to retailers which they can integrate directly into their site. Once activated, shoppers don’t even appear to leave the retailer site, meaning the retailer controls the transaction process from start to finish.

Our marketing strategy is to…

…launch on eBay and spread to larger retailers. Our marketing strategy will revolve around Fit2Buy’s accurate results and the effectiveness in reducing the number of returns online retailers have to deal with/handle. These returns are a massive industry-wide issue eroding the profit margins of online retailers and negating the savings benefits of selling online.

SUPPORTING IMAGES

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