Dive Brief:
So, here comes RedThread—a burgeoning startup that’s cracking the once-impenetrable enigma of women’s clothing. Forget traditional sizes; they’re replacing it with that modern wizardry called technology. Because who needs straightforward sizing when you can have a full-blown tech revolution in your dressing room?
RedThread’s method includes their patent-pending “tailoring algorithms,” which probably sound more like something out of a sci-fi novel than clothes-making. They also utilize 3D mobile body scanning technology (yes, you read that right), promising to deliver your new wardrobe in about a week—because nothing says “I love clothes” like waiting a week for an outfit that might still fit like a potato sack.
As for the offerings, prepare your wallets: ankle and wide-leg pants are a steal at $148, while a T-shirt costs a breezy $78. Let’s not forget the snap jacket, sweetly priced at $168. But don’t worry; they’ll soon bless us with more “everyday basics” for the working woman. Sounds like we’re just a few algorithms away from a wardrobe that evades all logic.
Dive Insight:
Ah, the quest for the perfect fit. Retailers have been chasing this mirage since the days when Levi Strauss was the king of custom jeans. Sure, their last custom venture crashed and burned in 2004 due to a lack of e-commerce magic, but why not give it another go? After all, what’s a modern dollar without a sprinkle of the old “mass customizing” trend?
RedThread seems to believe that technology should hold the reins—15 measurements fed into an algorithm! Welcome to the future, where your jeans know more about your body than your therapist. Yet, as founder Meghan Litchfield tells us, there’s still room for human touch. After all, who wouldn’t want a comforting whisper from a human being while a computer determines if they resemble a potato or a supermodel?
Just like subscription services that make you feel special with their lengthy profiles, RedThread is banking on “learning algorithms.” Meghan dreams of a day when it’s 95% math and 5% human input. Because, really, who needs individuality when we can have the embarrassing anxiety of algorithmic suggestions?
But wait—there’s a buzz in the air, my friends! Other companies are catching on to the tech-fueled customization craze. J. Crew and Universal Standard are rolling out an expanded size range that includes everything from 00 to 40. And because H&M didn’t want to miss out, they’ve been so generous as to donate $13 million to Thread, a startup that specializes in personalized styling for men. Apparently, no one is safe from the “perfect fit” hunt.
And here’s a twist—My Size thinks a smart tape measure app will save the day. This gem allows users to measure themselves by gliding their phones over their bodies. Who would’ve thought the true test of your self-worth would now involve a smartphone doing all the heavy lifting? You’ll finally know your exact size in various brands, letting you strut confidently down those aisles, or at least until you realize that confidence doesn’t come in size 4.
3D body scanners are piling on the luxury, with the likes of Naked Labs and Amazon joining forces to make sure you have your measurements down pat. Because what could be more comforting than a machine intricately studying your shape while you ponder your life choices? Nothing says personal touch like AI tech examining the lumps and bumps you’ve been trying to ignore.
