Austin startup brings tech to the fashion world –
It’s a problem that most online shoppers have had. You order your favorite shirt online that has finally gone on sale. You wait for it to arrive and when it does and you try it on, it doesn’t fit. Now it’s time to go through the annoying process of boxing it back up and mailing it back.
Wouldn’t it have been great if it had fit correctly the first time?
Austin-based startup Fashion Metric believes so and is working daily to make that happen.
The company created software – what they call a “virtual tailor” – to solve the issue of ill-fitting clothing for online shoppers.
To make sure clothing fits correctly, Fashion Metric asks shoppers a few questions about their body type, including their height, weight, size in name-brand shirts and then processes that information through its proprietary algorithm and database to come up with the correct size and fit for the shopper.
The goal of the company is not only to help customers successfully buy well-fitted clothes online, but to help reduce retailer’s online return rates. Fashion Metric’s proprietary research showed that 28 percent of all clothes purchased online are returned.
The company hopes that by gathering the customer’s details, retailers and brands can use this data to learn more about them and better target them with future products and campaigns.
After moving to Austin from Los Angeles in 2014 to compete in Techstars Austin, Fashion Metric decided to make the capital city their home.
After the move, the company turned its focus on creating a strong data science team, said co-founder Morgan Linton in an interview with Silicon Hills News.
This past summer, Fashion Metric hired two prominent data science experts from the Austin area. Andy Terrel was hired as chief technology officer and Travis Brady, direction of data science, to build out its products.
As many industries embrace new technologies, the fashion world seems to be a bit behind.
“The idea that the fashion industry hasn’t embraced the data revolution is a bit shocking. As we move to an online economy with almost instant delivery, the world is moving on from the brick and mortar stores,” Terrel said.
“Fashion Metric has the opportunity to completely change the way we buy clothes and create markets not tapped due to the clunkiness of the status quo,” he said.
And his colleague Brady agreed.
“Fashion Metric is introducing recent advances in machine learning problems that have existed in a huge industry for decades,” Brady said. “This technology genuinely has an opportunity to make a revolutionary change to one of the world’s largest industries.”
As the science and technology world continues to grow, Fashion Metric intends to grow along with it.
To do so Fashion Metric uses a balance of science and fashion in their Austin office. The company has had success landing the business of 20 paying e-commerce customers since launching its virtual tailor product in June.
In an interview with Dataconomy, Linton explained that the company sees a “future where apparel brands and retailers know more about their shoppers than ever before,” stating that Fashion Metric “is always looking for ways to collect more data and algorithms to help make this data more meaningful and actionable.”
With a virtually untapped market, only time will tell what this growing company will do to revolutionize e-commerce in the future.