{"id":30765,"date":"2018-10-01T09:00:48","date_gmt":"2018-10-01T13:00:48","guid":{"rendered":"https:\/\/www.wework.com\/creator\/creator\/?p=30765"},"modified":"2020-02-26T14:25:29","modified_gmt":"2020-02-26T19:25:29","slug":"for-these-fashion-retailers-innovation-finds-the-perfect-fit","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/for-these-fashion-retailers-innovation-finds-the-perfect-fit","title":{"rendered":"For these fashion retailers, innovation finds the perfect fit"},"content":{"rendered":"\n

As the weather cools down, shoppers review their closets, looking to fill any gaps in their own wardrobes and preparing their children to go back to school. Direct-to-consumer apparel companies\u2014which bypass traditional bricks-and-mortar stores\u2014evaluate trends in shopping habits and find a way to make tasks easier on consumers.<\/span><\/p>\n\n\n\n

Three startups are using technology and integrating customer feedback to do just that. One helps men buy unique, perfectly fitting shirts; another looks to easily fill what may be a guy\u2019s most important (and most ignored) drawer; and a third assists parents in properly sizing their kids\u2019 feet to make online shoe-shopping easier.<\/span><\/p>\n\n\n\n

Every great outfit starts with what goes under it, but Laura and Michael Dweck (29 and 31, respectively) know that most men don\u2019t want to spend a lot of time and effort shopping for socks and underwear. So in 2015, after a post-honeymoon fight over Michael\u2019s overstuffed underwear drawer, they started<\/span> Basic Outfitters<\/span><\/a>, \u201can online destination for men to refresh their basics drawer in under two minutes,\u201d says Laura, the creative director. For $60, customers can select a pack of socks, a pack of underwear, a pack of T-shirts and a “wildcard basic\u201d\u2014jogger-style pants or an extra set of socks, underwear, or tees. (The success of the company\u2014it now has a team of 10 working out of its office at <\/span>WeWork 135 Madison Avenue<\/span><\/a>\u2014landed the founders on the<\/span> Forbes 30 under 30 list<\/span><\/a>.)<\/span><\/p>\n\n\n\n

\"\"
\u201cAll couples have the same complaint about a significant other\u2019s drawer,\u201d says Laura Dweck of Basic Outfitters.<\/figcaption><\/figure>\n\n\n\n

Basic Outfitters quickly learned customers couldn\u2019t be grouped into \u201cbasic\u201d or \u201cfashion\u201d categories, so the wares come in a variety of styles. Even if a guy initially chooses plain socks, Laura said, he\u2019ll often go for a bonus pack of the popular \u201cmicro-conversational\u201d prints for socks or boxers, which feature prints like motorcycles or palm trees. And sometimes male stereotypes do turn out to be correct: Basic Outfitters\u2019 customers can\u2019t get enough blue, but yellow regularly remains on their virtual shelves. <\/span><\/p>\n\n\n\n

Laura has learned perhaps more than she ever expected to about men\u2019s underwear preferences\u2014Basic Outfitters followed early feedback requesting boxer briefs with a fly opening, and their popularity persuaded the company to develop more such styles.<\/span><\/p>\n\n\n\n

Taking fashion risks<\/strong><\/b><\/h2>\n\n\n\n

Woodies Clothing<\/span><\/a>, which sells custom button-down shirts (starting at $85) and chinos (starting at $98) from its website, also discovered that men are willing to take fashion risks, even with \u00a0collared shirts. While Woodies\u2019 bestsellers include straightforward no-iron blue and white button-downs,<\/span> a flamingo-print shirt<\/span><\/a> sold out in its first run. \u201cThat\u2019s something we were not expecting,\u201d says founder Jacob Wood, who works from <\/span>175 Varick Street<\/span><\/a> in Lower Manhattan. Since moving into WeWork in 2014, Woodies has expanded to a staff of five.<\/span><\/p>\n\n\n\n

Customers may be pleasantly surprised by how extensively Woodies has streamlined its process of ordering a custom shirt, which involves a dizzying number of options for collars, cuffs, and pockets. When Wood, a former buyer at Macy\u2019s, founded his company in 2014, early iterations of the site suggested that customers use a tape measure and watch videos to take their measurements. Needless to say, that idea didn\u2019t fly.<\/span><\/p>\n\n\n\n

\"\"
With height, weight, and average shirt size, we can extract all your measurements and send you perfect-fitting shirts,\u201d says Jacob Wood of Woodies.<\/figcaption><\/figure>\n\n\n\n

Now, <\/span>the 31-year-old entrepreneur says<\/span>, \u201cwe have an algorithm: With height, weight, and average shirt size, we can extract all your measurements and send you perfect-fitting shirts.\u201d Pant sizes can similarly be determined when the customer provides his waist size. <\/span><\/p>\n\n\n\n

Kicking around an idea<\/strong><\/b><\/h2>\n\n\n\n

One startup is trying to make shopping for kids\u2019 shoes easier for parents. Growing kids\u2019 sizes are always changing, and it can be difficult to get those growing kids to cooperate in a brick-and-mortar store.<\/span> So Jenzy<\/span><\/a>‘s app directs customers to snap a picture of a child\u2019s foot next to a credit-card-sized card (preferably one that doesn\u2019t show financial information, like a library or store loyalty card). The app, which serves kids up to 6 years old (there are plans to extend the age range), then recommends the best sizes for the child in various brands and styles, including those from well-known manufacturers like Keen and Pediped. <\/span><\/p>\n\n\n\n

\u201cWe\u2019ve been live in the app store for about two months and have about 1,500 downloads,\u201d says Carolyn Horner, who cofounded the company with Eve Ackerley. The two are very pleased with their return rate. <\/span><\/p>\n\n\n\n

It was not the most obvious path for the two child-free 20-somethings, but as they thought about starting their own clothing company, they kept hearing from friends who were frustrated with buying children\u2019s shoes online. They realized that they could simplify the process.<\/span><\/p>\n\n\n\n

Development of the app involved a lot of trial and error for Horner and Ackerley, who met teaching in China after college and are now based at<\/span> WeWork 1601 Market<\/span><\/a> in Philadelphia. Well before they were ready to send it to mommy bloggers for review, they found a surefire way to entice fellow WeWork members to test-drive the app in the building\u2019s common areas. \u201cWe\u2019d bring doughnuts to the beta test,\u201d says Horner. Not only did they meet parents who offered suggestions, they got acquainted with a graphic designer who ended up doing the UX for their site. <\/span><\/p>\n\n\n\n

The founders of Basic Outfitters also picked up tips from the WeWork community. One particularly lucky break, Laura Dweck says, was meeting a video producer in the WeWork building who agreed to shoot a series for social media to build buzz. \u201cHe put together some incredible footage, taking influencers around the city to film people going through their life wearing our basics,\u201d she says.<\/span><\/p>\n\n\n\n

The experienced producer, <\/span>who\u2019s done work for brands such as Bravo and Chevrolet<\/span><\/a>, simply believed in the product. Laura says she recalls him saying, \u201cI\u2019ll do this for you guys\u2014let\u2019s have some fun.\u201d <\/span><\/p>\n\n\n\n

Dweck says the producer gathered some social-media influencers and filmed them going about their days in Basic Outfitters attire. Soon the company was getting notes from people who loved the clothing, including some women who wanted it to <\/span>expand its product line. <\/span><\/p>\n\n\n\n

\u201cAll couples have the same complaint about a significant other\u2019s drawer,\u201d says Laura. \u201cWe started the company to help out men, but now the demand for a women\u2019s drawer is off the charts.\u201d<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

These startups are using the latest technology and integrating customer feedback to make online shopping easier<\/p>\n","protected":false},"author":1689,"featured_media":30769,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43903,43911],"tags":[502,39218,39221],"class_list":["post-30765","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community-stories","category-member-spotlight","tag-creativity","tag-small-businesses","tag-entrepreneurs"],"acf":[],"yoast_head":"\nFor these fashion retailers, innovation finds the perfect fit<\/title>\n<meta name=\"description\" content=\"These startups are using the latest technology and integrating customer feedback to make online shopping even easier.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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