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Ecommerce: Etailer wants to offer others the Prrrfect fit

Portal is planning to sell its online fit technology to third-party retailers in a bid to become a fashion technology firm and improve accuracy for shoppers when purchasing online.

Lepow HiSmart Bag

One size fits all:’s software uses real items to determine a customer’s shape, which calls itself “the intelligent online fashion store” and sells men’s and women’s wear, launched in April 2013 with a focus on giving shoppers a greater understanding of the sizes they require for each brand, thereby reducing returns.

It uses in-house software, which requires shoppers to put their details in once, and then selects items that will fit them from those brands signed up to the site. The technology is now being updated to use an item’s measurements and shape to identify key fit metrics and suggest the best fit for future purchases. Using existing garments as well as shoppers’ measurements introduces a tolerance into the sizing to avoid the purchase of items that might be too tight.

Founder and chief executive Josh Fail-Brown told Drapers he is now in talks with retailers such as French Connection and Marks & Spencer about using the widget with the latest technology for their own ecommerce platforms.

Fail-Brown adds: “We have a social side to the widget. You can connect to friends and family so their perfect fit is stored on your profile and you can accurately shop for other people.”

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