Japanese online retailer Rakuten has acquired the Estonian virtual fitting room Fits.Me, which had developed a technology so that customers can fit clothing online.
Fits.Me will keep its independence
Rakuten currently has no plans to add Fits.Me to another online store, which means the company will keep its independence with the goal to expand the existing technology. Its current collaborations, like with Hugo Boss, will remain and James Gambrell will also keep his position as CEO.
Fits.Me was launched to help customers with their purchases and to make sure fewer pieces of clothing were returned. In total, 70 % of all return deliveries contains clothing that didn't fit.
"If we manage to get people to order the right size immediately, we will win on two levels. First of all, we won't get as many return deliveries, which will reduce costs. Secondly, consumers won't fear getting the wrong size as much. That particular insecurity keeps plenty of people from ordering online, especially since there are plenty of different sizes in Europe", co-founder Heikki Haldre said at the RetailDetail Belgian Fashion Congress 2014.