The future of ready-to-wear depends on making good use of morphological data!

Our credo at Fitizzy is DATA! Experts in ready-to-wear data for the past ten years, we build solutions that help retailers sell better online.

You already know our size guidance plugin, used by B2C fashion retailers and by specialists in professional clothing.

In this article, we would like to introduce you to our “Morphological Guide”.
A variant of our size recommendation plugin, this Guide is designed to produce a garment recommendation for your customer based on her body shape. It was developed in August 2019 for Promod, for its “Jeans” range.

Why the “Jeans” range?

Broadly speaking, trousers, and jeans in particular, are products:

• that record a high order return rate online,
• because shoppers find it very hard to judge the right size when they are alone in front of their screen.

Hence the importance of solutions such as the Morphological Guide and the size guidance plugin to support your customers throughout their online purchase journey.

How does our Morphological Guide work on Promod’s “Jeans” range?

Connected to the Promod website and backed by a prior study of their products, the Morphological Guide appears to the customer as a simple form

1. The shopper is invited to take a test in which she is asked her age, her weight, her height, a few pointers about her silhouette, whether her waist is defined, and whether her shoulders are in line with her waist.

2. Thanks to the answers to these 6 very simple questions, the Guide tells you your body shape: X, O. H, A or V.

3. Depending on her body shape, she is steered towards the jeans that are best cut for her body shape.

4. Once she has been sent to the product pages that best match her body shape, the customer is invited to choose the size that suits her best using the size recommendation plugin, and can then place her order.

The benefits of the Morphological Guide

This Guide offers plenty of benefits for the consumer:

It is part of a genuine advisory approach, designed to:

• support the customer ahead of her purchase and help her understand her own body shape
• guide her towards the products best suited to her body shape
• offer her quality, personalised content.

For the brand, this body shape test makes it possible:

• to collect morphological data upstream of the product page,
• to gain a better understanding of your customers’ body shapes.

That brings a set of far from negligible advantages:

• You optimise your production. You manufacture as accurately as possible: there is no point producing 30% in size 34 if only 5% of your customers wear it.
• This solution can be used in store as part of your advisory strategy. Once you have established your customer’s body shape, you can steer her towards the products that suit her shape and are available in store.
• You personalise your communication with your target audience by answering their expectations.
• This Morphological Guide, combined with Fitizzy’s size recommendation plugin, helps you manage your stock better.
• By manufacturing as accurately as possible, you adopt an environmentally responsible approach.
• You work harder on your profitability.

Possible marketing uses

In his article “Morphological data as a conversion lever”, Sylvain Lys, conversion manager at Promod, cites several use cases for this morphological data in marketing. Here they are:

“The use cases are practically endless once you have this data and it can be put to work in your marketing tools, he says.

In terms of experience, you can already tell your customer which size to take in every product category after a single visit to the tool.

On the personalisation side, you can adjust your ranking and your facets so that your offer is far more relevant.

For acquisition and CRM, you can use this data for promotional email campaigns, text messages, Facebook ads and so on. You could even define stock clearance strategies.”

If you would like advice on this subject, and to see a demo of our solutions, do not hesitate to get in touch.

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