ShortÂly after raisÂing $32,000 through a sucÂcessÂful KickÂstarter camÂpaign, Boston based startÂup Bow & Drape is makÂing a unique forÂay into the e‑commerce marÂket for made-to-meaÂsure women’s clothing.
A good deal of intelÂliÂgent prepaÂraÂtion has gone into the new venÂture, which has deterÂminedÂly takÂen into conÂsidÂerÂaÂtion the fact that men and women tend to shop difÂferÂentÂly. As canÂny e‑commerce manÂagers and e‑commerce anaÂlysts speÂcialÂizÂing in the online clothÂing marÂket will be aware, men find shopÂping for clothes about as pleaÂsurÂable as takÂing a trip to the denÂtist. They’re hapÂpy to enter a few basic meaÂsureÂments online, click on the shirt and pants they like, and be done with it.
Why women preÂfer shops to the net for clothes
Women tend to see clothes shopÂping as a social expeÂriÂence. They like browsÂing through the styles and fabÂrics on offer in bricks-and-morÂtar stores, often takÂing friends along to join in. And sizÂing is more comÂpliÂcatÂed for women — a waist size of 30 doesn’t always mean that a garÂment bearÂing that numÂber will fit propÂerÂly. Add to that the fact that earÂly testÂing by Bow & Drape’s founder and CEO Aubrie Pagano indiÂcatÂed that women are more retÂiÂcent than men about enterÂing their meaÂsureÂments online, and things start to look a triÂfle difÂfiÂcult for any e‑commerce firm tarÂgetÂing this area.
A stroke of genius
So, how does Bow & Drape surÂmount these obstaÂcles? Web conÂtent manÂagers might want to sit up and lisÂten, as strokes of genius often come wrapped in simÂple conÂcepts. The site conÂtains six core silÂhouÂettes, co-designed with top fashÂionÂista Sarah ParÂrott. VisÂiÂtors simÂply place any of the item catÂeÂgories they’ve been attractÂed to onto the silÂhouÂette they like, mixÂing, matchÂing and cusÂtomizÂing colÂors, fabÂrics, sleeve-length, hemÂline design neckÂlines, butÂtons and trendÂing feaÂtures like peplums. All told, that adds up to 30,000 difÂferÂent posÂsiÂbilÂiÂties. PhoÂto-realÂisÂtic images are instantÂly renÂdered the moment a new item or feaÂture is added to the silhouette.
As soon as cusÂtomers setÂtle on a comÂbo and design mix they’re hapÂpy with, they simÂply select their size and Bow & Drape sends out free muslin “fit kits” in three variÂant sizes. Women just chose the size that fits best at home and the fulÂly made garÂment will arrive in a fortÂnight. FurÂtherÂmore, returns are acceptÂed if it doesn’t feel right.
All in all, that looks like “probÂlems solved.”