October 1, 2010, 11:11 AM

Building a personal online apparel shop that fits

MyShape.com is offering a different kind of shopping experience designed to make online shopping for women’s apparel foolproof.

Katie Evans

Managing Editor, International Research

Buying women’s apparel online is a challenge for many shoppers, who find that garments simply don’t fit or flatter as they had expected once they get them delivered. And Mercedes De Luca is happy about that.

De Luca, the CEO of members-only women’s apparel site MyShape.com, is offering a different kind of shopping experience designed to make online shopping for women’s apparel foolproof.

MyShape has a shopper take 11 measurements and answer questions about her style preferences, then assigns her one of seven body shapes. MyShape then creates a personal store for her, featuring styles designed to fit, look good and jive with her style.

“A lot of women learn what looks good on them through lots of trying things on and experimentation,” De Luca says. “But we can save them that time. We know if you have broad shoulders, you won’t look good in a boatneck top and that you will want to stay away from pieces with embellishments on the shoulders.” By asking women what they prefer as well, such as the skirt lengths they like and if they like their outfits snug or loose, MyShape also shows women pieces they will want to buy, she says.

The site’s fit technology is called ShapeMatch and it is designed to match women with clothing that corresponds to their personal measurements. Rather than a size, it is a proportional description of a woman’s figure and how her physical attributes relate to each other, MyShape says. Every garment on MyShape is assigned a Shape Code, which relates to its style attributes like pant length, the shape of a sleeve or the silhouette of a skirt.

The ShapeMatch system uses this combined data along with a shopper’s style preferences to provide her with a personal shop populated with items and looks that match her measurements and preferences. When a woman selects an item in her shop, it automatically calculates the right size for her proportions.



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