May 10, 2007, 12:00 AM

Zafu.com expands its online fit-finding offering

Zafu.com, a combined search engine, recommendation engine, and affiliate site dedicated to women’s jeans, will launch the same fit-finding service for women’s plus-sized jeans and bras.

Zafu.com, a combination vertical search engine, recommendation engine, and affiliate site dedicated to women’s jeans, will soon introduce a broader offering in apparel fit-finding online. Archetype Solutions, the company behind Zafu.com and its fit-finder software, will in June launch the same service for women’s plus-sized jeans and in July, for women’s bras.

The Zafu.com jeans finder asks women 11 questions about their preferences regarding style, fit, and sizing so as to narrow down each buyer’s choices. Algorithms built into the system then match jeans from a database-built on information about fit based on jeans actually measured and photographed by Zafu.com-to the shopper’s profile. Information on the price and availability of specific models of jeans at the retailers who carry them is delivered to Zafu’s engine via data feed. That allows jeans shoppers who’ve already narrowed the field based on fit to further narrow results by conventional search filtering parameters.

Zafu.com is supported by advertising on its web site and it also collects a fee from retailers when visitors click through to a retailer from Zafu. Robert Holloway, CEO of Archetype Solutions, says that in the six months since Zafu.com launched, more than 1 million women have used its jeans-finding engine, many of them on a co-branded site offered as a service on Shopping.com, and that visitor traffic is growing at the rate of about 25% per month.

“What you’re seeing here is the evolution of search,” Holloway says. “What Google tells you is that you can get jeans from here or from there. What Zafu tells you is whether those jeans would be of any use to you at all. We see already that marketers are struggling with keyword targeting and advertising. What Zafu is providing is that we send out to you as a retailer a highly qualified consumer.”

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