“From an apparel perspective, it seems ludicrous to expect that a brand can release 30 designs each season in five sizes and assume the whole world will want those designs in those sizes and that they will fit perfectly. Many brands are realising this, and I think of it as a movement towards what I believe is the ultimate way of consumerism,” Narvekar told Fibre2Fashion in an exclusive interview.

While speaking about delivering fitting products in an online retail environment, Narvekar told F2F, “To replicate the personalised experience of tailored shirts online, we have focused on employing the right technology to ensure customers get their preferred size, fit, and style. We have developed a unique sizing model, FitSmart, where customers answer five simple questions based on the category they are shopping in, and their unique size is created and saved on the website. Once they have made their first purchase, subsequent orders happen twice as quickly, since they do not need to re-enter sizing information. Impressively, as many as 94 per cent of customers claim they like their fit the first time.”

Fibre2Fashion News Desk (DP)