Technology drives individualism in fashion

Diversity and representation were hot topics at London Fashion Week. In fact, every city had its most diverse season this year, with inclusive shows reconsidering colour, size and gender. Life was (more than ever) reflected in art – a trend we at Rakuten Fits Me were delighted to see.  We believe in the idea of ‘me’ (not ‘mass’) fashion, and deliver the first step to real personalisation using a combination of garment data and shopper data to create a fit algorithm for best in industry fit recommendation.

This month we launch Fit Match – the ultimate clothing search tool. Fit Match is a search engine add-on that integrates into retailer’s search and product listing web pages. When activated, consumers are only shown garments that fit their body profile and are in stock. It’s powered by a proprietary algorithm, built on years of garment testing, body scanning, attribute mapping and shopper data, and supports global differences in shopper shape, preference and build, drawing from over 30 million data points to create accurate recommendations.

This level of individualism means we provide retailers with detailed customer insights and highlight areas where supply chain processes can be optimised, while empowering shoppers to find styles they love and feel great in. The way fashion should be.

By Kimberley Carr, Chief Product Officer, Rakuten Fits Me