British heritage brand Hawes & Curtis has appointed garment fit specialist Fits.me, a Rakuten, Inc. company, to provide customer insight and recommendation solutions aimed at improving its shopping experience.
The solutions will provide the Jermyn Street tailor with the ability to recommend specific products to individual customers based on their body shape and preferences as they shop. The multi-phased innovation strategy will see Fits.me roll out its fit recommendation product across the luxury retailer’s main product group of men’s shirt, and will then be extended across its range of women’s shirts, suits and outwear.
Anya Mackessy, eCommerce manager, Hawes & Curtis, said: “With our product offering our customers are looking for an easier, enhanced experience so they can find what is right for them faster and make the perfect choice of fit and size when buying a new garment. Our partnership with Fits.me will allow us to dramatically overhaul the way in which we interact with our customers and utilise our data sets to transform their shopping experience.”
Stuart Simms, CEO, Fits.me added: “Hawes & Curtis is one of Britain’s most prestigious luxury retailers with an influential and fashionable customer base. When it comes to wearing a shirt, it is important that the wearer feels confident and comfortable whatever the occasion. With a shirt for everyone in store, having a system in place which correctly matches consumers to garments is essential to remove friction from the shopping experience, accelerate that all-important first purchase and move towards real personalisation. We look forward to working with Hawes & Curtis to ensure they are able to gain a better understanding of how their shoppers like to wear their products and help guide them on how they can use this insight to improve the way they choose to purchase items in the future.”
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