How might we develop a more natural fitting system that is easy to use and simple to understand one that builds community and empowers women to make their own decisions when it comes to choosing their style...regardless of size?

1. DIGGING
INTO FIT
Sarah Anne White - Calif. College of the Arts

2. Whether physically or
through connected
technologies, shopping
is still best experienced
socially PSFK Future of Retail report
Unfortunately, when it comes to shopping for
ourselves, this often leads to an ugly mess of societal
pressures to be a certain size or discomfort in “fitting
in”, causing many to forgo the experience all together.

3. 64
The average American buys 64 pieces of
clothing per year. That’s potentially 64 face to
face brand interactions you can count on, and
64 potential opportunities at building selfesteem and inspiring community along with
brand loyalty.

4. 14
Average American Woman’s “Size”

5. This issue is compounded with
V
ANITY
SIZING
Vanity Sizing refers to the labeling of clothes with sizes smaller
than the actual cut of the items. Women, unfortunately, fall victem
to this practice with much greater variability in size compared
to men. A woman could be a size four in one brand and a size
10 in another. Additionally, the sizes used have grown gradually
over the decades. A size 8 could have been a size 10 several
years ago. There have been many studies done on the effect of
such practices towards purchasing decisions but what’s truly
interesting is the impact that it has on self-esteem and how this
translates to brand loyalty and engagement.

6. CONSIDER...

7. How might we equip customers with
better insight as to how things
truly fit and wear?

8. How might we guide the future of
retail Fashion experiences tow
ards
one that is more sensitive to our
emotional needs and body positive?

9. Who is attempting to
change the landscape
and industry?
Perfect Fit
Personal Stylist
Transparency
CONTEXT
Discovery
Body Positive
Shopping

10. Let’s look at creating a
solution for this profile.
american female
Ages 22-36
size 10+
Shopping for
Garmets
poor body image

11. This profile is looking for a
solution that provides the
following meaning for them.
BEAUTY & JUSTICEthrough
V
ALIDATION COMMUNITY
empower autonomy.
EDUCATE & HONESTY &
ENLIGHTEN TRANSPARENCY
give them access.
arev
alued.

12. BEAUTY &
V
ALIDATION
empower autonomy.
The ability to navigate size differences/fits/etc in a more
intimate fashion, not needing to ask others for help,
independence, ability to create/showcase their own style

13. EDUCATE &
ENLIGHTEN
give them access.
Access to knowledge around true size and fit - many struggle
because they simply don’t understand what will fit their body
and the time it takes to find this “knowledge” is too long.
People talk. They don’t want to be interrupted but they do
want their conversation to be ignited and more valuable.
People don’t share stuff because they notice it, they share it
because they believe it’s valuable to someone else. Need to
give the participant choice in where and how to participate
(flexible platforms)

14. JUSTICE
COMMUNITY
through
Plus size women simply aren’t being represented properly
within retail or fashion in general. Many feel like others struggle
with the same challenges but it’s rarely talked about.
How might we spark natural conversations around how
annoying it is spending an hour trying to get into your Spanx or
the embarrassing fact that after one wash we can’t zip up our
new pair of jeans or when you’re on your period and bloated,
that mini skirt tends to ride up a little too much?

15. HONESTY &
TRANSPARENCY
arev
alued.

16. but not like this.
Few women actually know where or how to
measure themselves and facing the numbers
can be terrifying.

17. how might we develop a more
natural fitting system that is easy
to use and simple to understand
one that builds communityand
empowers women to make their
own decisions when it comes to
choosing their style...
regardless of Size.

18. What If WE
separated the
numbers From
The Action?

19. catalyst
content
conduit
control

20. catalyst
content
conduit
What If WE
reassign the "smart"?
control

21. An
ECOSYSTEM
flexible platforms

22. ITWELL
F

23. YOU
+
BRANDS

24. THE NEW "TAILOR'S" KIT
discretly shipped
bluetooth low energy

25. syncs to app by
holding center
button
beautiful materiality
makes it something
that’s a pleasure to
recieve and use
measurements are
wirelessly transmitted
to the app
magnetic tip snaps
to base and lets
you know that
your measuring
appropriately
small size makes
it easy to ship
between customers

26. win the number game

27. Baring it all to find your
fit becomes a little
less scary when some
of the Body Positive
heros of today are
guiding you through
the process.
Laci
Green

28. The magnetic edge
ensures you won’t over
or under measure providing just enough
resistance to complete
your Fit Profile.

29. FITWELLFITWELL
FITWELL
measurement 1
measurement 5
synthesis point
FITWELLFITWELL
Your FitForm

30. LL
Save and secure
your FitForm
with biometric
technology

31. What If We
integrate size
technology into
experiences we already
participate in?

33. FITWELL

34. Hello Jenny!
Your FitForm is now
up to date.
shop
save
fit.it

35. ITWELL
F
ANALYTICS
REAL numbers based
on pattern data

36. Order from home
using FitWell for the
FitWell Guarantee
FitWell connects you to
BeauCoo’s community
in-store and makes the
information relevant.
*If it doesn’t fit, ship it back
and you’ll recieve credit.
Best Fit: Size 14
order
Check Fits for Madewell

37. FITWELL
In-store, FitWell can pair with
interactive, branded experiences to
enhance the value of our service.
(such as LED-enabled hangers that communicate via
Bluetooth LOW to visually signal what size to try on.)

38. Need
fitwell app
tailor's kit or virgin fitting
database creation (retailer motivation)
3rd party branded interactions
beaucoo community

39. community interaction
A+ s
home
fitting
POSITIVE
NEGATIVE
purchase at store
or order for home
delivery
order
tailor’s kit
previous shopping
experience
^
download
app
shopping with
FitForm
finding something
they love
c

40. community interaction
A+ s
shopping with
FitForm in flight
and afterwards
POSITIVE
NEGATIVE
purchase at store
or order for home
delivery
previous shopping
experience
download
app
Virgin
“Fitting”
finding something
they love
airport security
^
c

41. +
ITWELL
F

42. how it delivers

43. BEAUTY &
V
ALIDATION
empower autonomy.
EDUCATE &
ENLIGHTEN
give them access.
HONESTY &
TRANSPARENCY
arev
alued.
JUSTICEthrough
COMMUNITY
FITWELL
ANALYTICS

44. THANK YOU
Sarah Anne White - Calif. College of the Arts