Naiz Fit, a participant in the first edition ofAtelier by ISEM, has the solution. Its strategy: to optimize the range of sizes, reduce returns, and increase conversion rates in e-commerce by improving the customer’s shopping experience as they select the garment that will fit them best.
How did Naiz Fit get started?
It all actually started with a silly conversation with one of our partners. It turns out he wanted to give his wife a ring and was wondering what her size might be. That’s when we realized this wasn’t an isolated problem or one that only occurred in the jewelry industry—there was actually a huge need in the fashion sector as well, since more and more clothes were being bought and sold online, but people didn’t know what size to choose. We started researching the market to see if we could solve this challenge. And by the end of 2016, the idea began to take shape in our minds. By early 2017, we had already decided to launch NAiz Fit.
How did Atelier by ISEM contribute to your company's growth?
Participating in Atelier was essential, since—in addition to gaining firsthand insight from major retailers in the Spanish fashion industry such as El Corte Inglés, Tendam, and El Ganso (which is now a client of ours)—it helped us pivot our business model and focus it on B2B. Ultimately, it gave us the opportunity not only to grow but also to figure out what kind of company we could become—all thanks to direct feedback from major players in the Spanish fashion industry.
How many employees did Naiz fit start with? Was there any increase in that regard after Atelier by ISEM?
When we started at Atelier, Naizfit was run by just two people, and although going through the accelerator program didn’t have a significant impact on increasing our headcount in the short term, it helped us change our business model, and now we’re a team of seven, expanding into new countries. We’re growing little by little.
How are you managing the business during the pandemic?
We’re putting the customer at the center, and—as absurd as it may seem—as soon as the pandemic broke out, the first thing we did was call all our customers to check in on them and ask how we could help, beyond our size-recommendation solution. We realized it was time to pitch in more than ever in an industry that was facing—and would continue to face—very difficult times. We also protected our entire team by implementing all the necessary measures to transition to remote work.
“Naiz Fit already made sense before the pandemic. Now that the fashion industry is rapidly going digital, we see that our solution is becoming even more relevant.”
We are further strengthening many of our foundations and processes to prepare for what lies ahead.
What challenges are you facing right now?
Right now, we’re focused, on the one hand, on expanding internationally and, on the other, on scaling our processes to bring more people onto the team without compromising the company’s structure and culture. We also want to discover what the future holds. The world of online fashion needs to move toward a much more personalized online shopping experience in order to continue upholding brand value and treating every customer the same way they would in a physical store. In this regard, we believe our tools can play a role.
Any updates on your services?
Beyond our size recommendation solution, we’re now working with clients to help them modify or adapt their sizing curves to the new type of customer who is shopping online. We help optimize sizes for anyone whose measurements are too large or too small, so they can find the size that fits them best. We want to be at the forefront of this change, helping to take this industry to the next phase—the era of personalization.
