Online clothing stores are not earning their proportion of women’s clothing sales due to one obstacle and Fovo may have the answer that could change women’s shopping behavior forever.
Online commerce is clearly becoming the preference for a growing percentage of the world, as is evidenced by the success of companies such as Amazon, Alibaba, and many others that include both a little of everything — such as the aforementioned ‘virtual malls’ — and very specific offerings, such as shoes from Zappos. The latter is a bit surprising considering how common it is to try shoes on and walk in them before determining whether the brand, style, and size are the right fit. There’s almost nothing worse than spending a day walking around in poorly fitting shoes.
Why Don’t Online Clothing Stores Do as Well?
As popular as all of these options are, shopping at online clothing stores is still a lagging indicator when it comes to women’s e‑commerce. It seems that about 70% of women still prefer to shop for their clothes in a physical store so that they can try them on and see how they feel and what they look like on their bodies before committing cash to the transaction. There’s really a good reason for this, although it’s only recently being recognized and seeing solutions arise — size is a poor indicator of fit.
Big or small busted? Junk in the trunk or a rear end like a plank? Wide hips or a stick figure? These are all legitimate differentiators, yet which of them work with a size 5 or a size 11? There’s no way way to know without actually trying the clothes on, or so you would think anyway. But Kiana Anvaripour begs to differ with you, and she’s out to prove this — and to bring online apparel sales up to speed — with a new company called Fovo.
Giving Women a Better Way to Measure their Clothes
Fovo takes a different spin on shopping for women’s clothing at online clothing stores. It’s not about size, it’s about shape. Fovo isn’t the first attempt to alter the shape of online apparel shopping (forgive the pun) and isn’t even the first attempt from Anvaripour, who launched a dress line for dModaine in 2010 which turned into designing shapeware the next year. Her extensive career in fashion design includes stints with very high end lines such as Roland Mouret and Madame V.
Fovo uses an algorithm that was 2 years in the making for determining brands and sizes that will fit a shopper based on a series of questions such as “What is your favorite body part to show off? (Cleavage, legs, back, arms, or bum?) What do you wear on any given Monday? Saturday? Based on the answers, the website give shoppers a product assortment from over 300 retailers, from H&M to Neiman Marcus to Forever 21, which can be filtered down based on budget.
Fovo also follows the current trend to lose the ‘plus size’ stigma, offering sizes from 00 to 32. But the actual size is secondary. The focus is one finding the right fit for your shape, and so far Fovo appears to have an early and successful start to what may become the future of online clothes shopping. Media Jobs thinks this company, or any similar jobs in ecommerce venture that looks as promising, is probably worth a look. We also still think that uncomfortable shoes are horrible.