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This Menswear Startup Is Styling Its Customers Based on Their Spotify Playlists

The user then contributes to the selection process by expressing likes and dislikes. And because the company’s clothing is made-to-measure, the “bespoke” concept goes one step further, with choices for color pairings and materials. “Fits constantly takes into account acoustical track information as well as explicit artist data coupled with lifestyle information and user activity,” said Julian Eison, founder and CEO. “We use machine learning and proprietary algorithms to discover trends and to infer new ones.” The connections made between music preferences and fashion taste, then, are a little more complicated than you might think. The system fully considers the wide-ranging, eclectic playlists that users might have. Eison believes that the rapid growth of online shopping and the dismal rates at which customers are being introduced to new products create a greater desire for personalization. “Holding strong consumer confidence, increasing fashion spend and scarcity of time constant, we believe there will be sustained growth in curation and recommendation platforms,” he said. Fits is intended to provide an ongoing customer relationship that will allow the company to recommend products that accommodate a user’s occupation and daily clothing needs, as well as provide them with tips on how to uniquely style the products. The app, however, is not the brand’s first encounter with smart technology. Established in 2016, Eison Triple Thread began using 3D body imaging technology from a company called Body Labs to create made-to-measure clothes. But soon enough, Body Labs became acquired by Amazon.

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