Finding the perfect jean is a daunting task—for men and women. Fitcode, a fashion data company that uses a fit tool that focuses on fit not the size of a woman’s body, is looking to change that. In fact, the company has been successfully helping women find great-fitting jeans for the past three years.
Now the Kirkland, Washington–based tech start-up is getting set to launch a similar tool for men in December—it’s currently in beta—aiming to build on the success they have had so far with the women’s tool.
“We know that fit matters to everyone—it’s the top purchase driver for denim shoppers, men and women alike [83 percent of women; 64 percent of men],” said Fitcode Cofounder and CEO Rian Buckley. “And we’re excited to expand our mission to help everyone find their perfect fit.”
The company believes that one of the most important factors that have made the women’s tool so successful is that they always pay very close attention to three elements: the market, the consumer, and their partners. And all three have been asking for a men’s tool for quite some time now.
“Men’s is the number one question that we get from partners and consumers alike. It’s always been on our radar, but we wanted to perfect our women’s offering first,” said Buckley. “Now that we’ve done that, we’re ready to expand our reach and provide partners and consumers with a single trusted fit solution across their business.”
“We’re the conduit between the consumer and the denim brand.”
With men’s denim being a $5.2 billion market, Buckley believes Fitcode’s fit solution can translate to not only making it easier for men to find jeans that fit, but also help their denim partners generate sales and lower return rates. “We’re the conduit between the consumer and the denim brand,” she said. “The data Fitcode collects has the power to change the way brands and retailers manufacture, merchandise, and market. And we’ve quickly learned our value in this equation.”
As with the women’s tool—currently used by more than 90,000 users, with 94 percent fit quiz completion rate on partners’ sites—the men’s tool consists of a short quiz that generates a number code unique to each client, based on the answers given on the quiz. The number code then gives a list of recommended denim choices from the 5,000-plus pairs Fitcode’s Jenius team hand measures and provides fit notes on, from partners like Joe’s Jeans, Levi’s, Citizens of Humanity and Hudson Jeans.
Partners are seeing that customers who currently use the fit tool are six times more likely to add at least one item to their cart, three times more likely to purchase what’s in the cart, and less likely to return items purchased.
And with the addition of the men’s tool, Fitcode sees nothing but a bright future ahead. “We want to see people shopping with their fit code and not knowing how they ever bought a pair of jeans without a fit code,” said Fitcode Director of Marketing Stephanie Chacharon. “Because we cut through the noise and just make the experience seamless.”