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Up Close: In Conversation with Wair CEO Greg Moore

Up Close is Sourcing Journal’s regular check-in with industry executives to get their take on topics ranging from personal style to their company’s latest moves. In this Q&A, Greg Moore discusses how fashion is behind in data and the product development applications for Wair’s sizeless commerce solution.

Greg Moore, co-founder and CEO, Wair

Name: Greg Moore 

Title: Co-founder and CEO

Company: Wair 

Which other industry has the best handle on the supply chain? What can apparel learn?

I’m not sure any industry has a full grasp on supply chain. I think supply chains are horribly complicated these days as parts come from multiple vendors and are all susceptible to macro-environmental and macro-economic conditions. If I had to pick one, I’d say any industry that is fully vertically integrated—industries like agriculture.

How would you describe yourself as a consumer?

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Fickle, but fiercely loyal. I like things to be perfect, and I am very hesitant to switch brands, even though I want to. If I find a product I like, I’ll buy five of them in all the various colorways. If, however, there is a fit problem or quality problem, I’ll start to question and look elsewhere. So, when you win my business, it’s yours to keep or lose based on the consistent quality of your products.

As a consumer, what does it take to win your loyalty?

A great first experience and then consistent quality on each subsequent order. I’m not all that price sensitive, so I’m happy to pay for quality and consistency.

What’s your typical work (or weekend) uniform?

Straight leg jeans, earthy colored T-shirt, vest (in winter), and Allbirds. I’m pretty simple.

Which fashion era is your favorite?

My favorite to look at is the ‘70s—big hair, bellbottoms, vibrant colors—but I don’t think I could pull it off.

Who’s your style icon?

Probably Mark Wahlberg—similar, simple style.

What’s the best decision your company has made in the last year?

Two major decisions have been amazing: giving our marketing director more leverage to make bigger strategic decisions and pulling in a director of product, who has revolutionized how our product looks.

How would you describe your corporate culture?

We work very hard and focus on the primary vision of the company. We are also a very supportive company.

What can companies learn from Covid-19?

I think we saw some big hiring booms to satisfy false demand, which was highly driven by commercial responses to Covid. This was quickly followed by layoffs as the demand curve dropped to normal growth rates. I would suggest that companies should learn to be less reactive. 

What should be the apparel industry’s top priority now?

Developing the ability to better understand data. I think the industry is about five to 10 years behind in understanding their data and how to use data effectively. I saw this evolution in professional sports in the mid to late 2000s, and the apparel industry is pushing its way through this now.

What keeps you up at night?

Team-building strategy. I’m always looking for where we have holes on the team and working to lean into the right org structure and hiring strategy to both fill the holes and maintain growth momentum.

What makes you most optimistic?

On a business level, I am really optimistic based on our growth and customer retention rates. We work very hard to ensure that our products and services create a tremendous amount of value for our customers, and it shows.

Tell us about your company’s latest product introduction:

Apparel e-commerce merchants install Wair to help their shoppers purchase the best-fitting products. This helps increase retained revenue while giving shoppers a frictionless shopping experience. The Wair solution then aggregates shopping journey data and provides it to Wair customers to help them with product design, inventory management and customer support. We invented “size-less commerce” and have become the sizing engine of the apparel industry.