We all know about the problem of lousy fitting apparel, but, the percentage of women who can’t find clothes that fit is awesome: try 62%, and online, it’s the biggest barrier for trying new brands. Worse for retailers, $45 billion of it is returned annually from both store and online purchases. Those are staggeringly bad numbers. And we are not just having a “hissy-fit” over bad-fitting apparel. This is reality and has been for as long as I’ve been in the business, which is now way too long.
Well, Bloomingdale’s has decided to turn this harsh reality into a positive solution using state-of-the-art technology. The new Me-Ality digital sizing stations, which look like contemporary art installations, have launched in the premium denim category in five Bloomingdale’s stores, including the New York City flagship on 59th Street on the second floor. Shoppers can be size-scanned in just 10 seconds (fully clothed), which matches them up with their best fits across a range of premium denim brands, both in-store and online. And fit is not just about size, it also has to do with shape, which the scan also addresses. Top brands such as J Brand, 7 For All Mankind, True Religion, Hudson, Citizens of Humanity and others are participating. Shoppers who have been “digitized” report that they are surprised and also pleased to learn their actual sizes.
Bloomingdale’s has always been in pursuit of creating new ways to enhance the shopping experience including identifying and testing new technologies. In fact, they have a strategy devoted to pursuing such new concepts within what they call their Omnichannel Technology & Customer Experience group. SVP Anne Bridges says Me-Ality is part of this overall initiative, “We are committed to exploring fit technology, and we view this partnership as an opportunity to enhance our customers’ in store shopping experience.”
Me-Ality CEO, Tanya Shaw has been a pioneer in applying technology to the shopping experience. She is among the group of young entrepreneurs who are re-imagining the future of retail from a shopper’s perspective. She explains, ” Me-Ality™ is taking its consumer offerings to the next level by syncing our technology to recommend the expertly curated denim styles offered at Bloomingdale’s.” It’s a perfect fit!
It’s also a fun experience. You don’t have to undress, it’s free and it takes only 10 seconds. Plus it’s a real gift for shoppers. Customers get a complete report on their sizes in a whole range of apparel brands. Check out the video from a Good Morning America segment.
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For more information about Me-Ality’s technology and services, visit www.Me-Ality.com.