Survival of the Fitted

Issue 02-13-17   |   Reviewer:   Michael S. Raisinghani, Ph.D.
Disciplines:


Abstract

In the U.S., French Connection is tweaking its clothing based on feedback supplied by mail-order styling services. Acting on feedback from Le Tote, French Connection is also ditching numeric sizes on looser dresses sold in the U.S. in favor of the less precise designations of small, medium, and large to help eliminate confusion.

More intensive use of data in design and inventory management can boost sales, particularly at full price, according to Kirsten Green, founder of Forerunner Ventures, a venture capital company in San Francisco that counts Dollar Shave Club and Warby Parker among its portfolio companies. For example, Rockets of Awesome, a mail-order service for children’s clothing and an e-commerce startup, uses dynamic retail to assemble seasonally appropriate selections of items and ships them out to its customers four times a year. Parents keep what they like and return the rest. French Connection also recently began working with Stitch Fix, a San Francisco startup that bills itself as a personal styling service for men and women.





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