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Drapers Awards 2016: Best Innovation in Fashion Retail

Kieran O'Neil and Terry Betts

Kieran O’Neil and Terry Betts


Personal styling website and menswear retailer Thread runs on a combination of data and skill. After asking the customer a series of questions, from trouser fit and brand preferences to budget, the system teams human stylists with its computer algorithms to create a list of personalised product for the customer to review. From 200,000 items across 1,000 brands, 3.7 trillion outfits are possible.

Judges described the combination of algorithm and stylist as a unique idea and “brilliant new technological targeted innovation”.

Thread was set up in 2012 by Drapers 30 Under 30 techie Kieran O’Neill, Ben Phillips and Ben Kucsan, chief technology officer and creative director respectively. O’Neill (pictured left with head of business development Terry Betts) conceived of the idea when, faced with the array of product on the high street, struggled to choose clothes for himself. The introduction of Thread’s algorithm in 2014 has led to a tripling of sales.

The London-based Thread now has 37 staff and secured a further £4m investment this year.






EasySize solves the problem of sizing by analysing shoppers’ style and fit preferences based on their online behaviour and purchasing history. The new approach relies on unique algorithms and data gathered across the web.


Fred perry yocuda

Fred perry yocuda

Fred Perry’s eReceipts

Working with Yocuda and K3, Fred Perry captures customer email addresses in store and provides a digital receipt within seconds of a purchase, implementing the passage of data immediately from the till. 


Mr1034jm 07 029 v2

Mr1034jm 07 029 v2

Moss Bros’s Tailor Me

Tailor Me allows the Moss Bros customer to design his own suit from a choice of 90 fabrics, three fits and 22 styling options. It delivers a bespoke suit at an affordable price point to the customer in 30 days.



Prettylittlething and buyapowa drapers 1 copy

Prettylittlething and buyapowa drapers 1 copy

PrettyLittleThing and Buyapowa

PrettyLittleThing has used the Buyapowa system to create a bespoke scheme to allow customers to earn rewards for referrals to its site. Built-in analytics and texting tools offer insight into customer behaviour.


Styleshoots vertical with logo

Styleshoots vertical with logo


With its in-built photo studio, StyleShoots creates web-ready fashion product photography. Brands and retailers who use it are reporting time and cost savings that free up the team to be more creative.








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