Decoded Fashion - News - Size ASOS

As you know, Decoded Fashion have quite the passion for fit technology. We like to investigate all sizing solutions that cross our paths, so imagine our intrigue when we found out ASOS are dedicating 8 days in June to body scanning their core customers for a project called SIZE ASOS.

Partnering with Manchester Metropolitan University’s PHD students, the leading British online retailer will be holding the first ever body-scanning event at ASOS HQ. Over the course of the 8 days, 1200 women and 1200 men (18-30 year olds) will pass through the doors of the e-tail giant to be scanned. All participants will receive a full list of their personal measurements and body shape classification, and the honour of being part of some pretty cool technology.

How does it work? Volunteers strip down to their undies to be scanned in a private booth. The 3D body scanner is a non-contact, 3D measurement system based on safe ‘white light’ technology, which utilises light sources to produce a digital copy of the surface geometry of the human body. If you’ve been to the States recently think of those new airport scanners, but in this case you’ll have less clothes on. In just two-minutes, it scans over 100 measurements, and with the data collected, it’ll create a database of true dimensions of your body. Pretty impressive!

So what are ASOS doing with the data? It’s all being anonymously fed into ASOS’s quest to deliver a better shopping experience and of course to bring down return rates. Known for it’s lead in innovation and forward fashion, the online retailer now faces much tougher competition to stay ahead of the game. Initiatives like this are essential for retailers to understand the needs of their customers and data like this can be fed directly into how their products are developed.

ASOS already work with Swedish fit company Virtusize, which offers exact measurements of a product for customers to compare with existing products their own. Whilst the data collected from the body scanner looks to improve the general understanding of size and shape. ASOS continue to tackle fit with a holistic view and research to help gain a deeper knowledge of the core customer.


“Fashion retailer’s shares slumped 40% as it warns on slowing international sales, increased discounting and its tougher-than-expected foray into China”

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Decoded Fashion - Fashion Tech Daily - Asos

Decoded Fashion - News - How Pure Etailers Are Going Offline

Traditionally, fashion brands and retailers would open brick-and-mortar stores first to build their brands. Now an online presence can give a brand a much wider reach, and serve as a more cost effective option in creating a global flagship. Mary Katrantzou choose to launch her first store online in November 2012, speaking recently at the Decoded Fashion London Summit she told us why:

“We thought if it’s going to get us two years to even get remotely close to something that we think is a stage that represents both what the brand is about and also the e-shop, we should probably try [the e-shop] first. And it’s kind of a step towards a brick-and-mortar shop”. – Mary Katrantzou at Decoded Fashion London

Using a clicks-before-bricks approach may make sense, especially for brands who do not have a large amount of financial backing or a prestigious history to lean on, but all pure e-tailers face the same significant challenges: the inability for their customers to try on product before it gets delivered to their doorstep and the cost of returns on the business.

The most tried solution for the purely online sphere is the use of sizing software, of which the choice is plentiful; Befittd,,, Virtusize, Metail and True Fit to name a few (for more on fit technologies check out Decoded Fashion’s Founder, Liz Bacelar talking fit in this month’s WIRED magazine here).

So what’s beyond software and virtual sizing, pure players have found alternative tactics which do not involve opening a fully-functioning brick-and-mortar store, yet create similar added value:

1. Showrooming: Allowing customers to try on the merchandise in a showroom, but not actually selling on-site. Bonobos, for instance, have set up so-called Guideshops which customers can visit to try on garments. A crucial advantage of these Guideshops is that they are not as costly as retail stores, yet still allow customers to try on and can be used as a method of brand building and brand communication.

2. Parcel Pods: Asos have recently announced the trial launch of their Local Letterbox project, which will ultimately see the installation of 500 staffed changing rooms named ‘Parcel Pods’ across the UK. Customers will be able to order merchandise to these pods and to try on the clothes right then and there, allowing them to immediately return any items that don’t fit correctly. Though this may not sound particularly glamorous, it will certainly save time for Asos’ core 20-somethings.

3. Immediate Return: The Russian e-tailer La Moda has also thought up a comfortable solution. When merchandise is delivered to customers, the delivery man (or woman) will also act as a salesperson, letting customers try on the received parcel, giving fashion advice, and taking payment only after they have chosen what to keep (more about this here). The downside? Customers only get 15 minutes to try on, giving a new meaning to the term fast fashion.

Speaking at last month’s Decoded Fashion Summit, Asos’ Daniel Bobroff reinforces the need to adapt quickly to survive the challenges that face both online and offline retail.

“We have to learn to adapt. Nick, our founder and the visionary behind Asos, is very keen to sort of reinforce the fact that we have a startup mentality so that every day is a new challenge. We try to remain restlessly innovative – that’s one of our buzzwords.” – Daniel Bobroff

With there still being a lot of space for innovation in this area, there has been a growing trend for e-tailers to create an offline presence. King of the spectacle, Warby Parker have thrived under the establishment of a physical store, and announced just last month that they are to open a brick-and-mortar stores (full details on this here). Whether can use this to turn their business around is another question.


Reported by Anna Abrell


“London based jersey clothing and cotton manufacturer East End has raised £250,000 through a crowd-funding initiative as it expands to supply Asos for the first time.”

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Decoded Fashion - Fashion Tech Daily - East End Manufacturing


3. “For the six months to February 28, Asos revealed retail sales up 34% to £472.3m. UK sales rose 35% to £182m while international sales increased by 35%to £290.3m. Profit before tax fell 22% to £20.1m due to ‘accelerated investment’ in its logistics, IT platform and Chinese launch.”

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Decoded Fashion Fashion Tech Daily Asos

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We are so proud that one of our Milan Fashion Pitch finalists, Musestyle, has now launched their online shopping platform  Sure, we have all heard about the latest shopping site for some time now, so, what makes Musestyle stand out? Musestyle not only provides its users with the opportunity to shop for the latest trends, it aims to inspire them, bridge the gap between high-fashion and e-commerce, and become a major shopping destination.

Browsing the site is incredibly easy for those of us who know what we want to buy, but it is also fun for those of us who are in the mood to shop but not quite sure for what. If a user is looking for fashion inspiration, the site features “muses” or trend-setters, such as Alexa Chung, a short bio and a couple of garment items resembling the muses’ style. The items on the site are arranged in four groups: Feed, Muses, Trends and Boutique.

Feed, introduces the featured looks from trends and muses. Muses, features each look by muse and contributor. Trends, present the latest themed categories, such as My Valentine and Fashion Week Shows. The last category, Boutique, breaks down the merchandise by item. Here, you will find bags, jackets, shoes, etc. These categories facilitate the shopping process.

Founded by Belgian fashion designer, Cathy Pill and French online marketer, Sarah Levin Weinberg, Musestyle currently works with contributing trend-setters such as Natalie Kingham,; Béa Ercolini, Elle Belgium, and Zanita Morgan, It has also partnered with over 50 online stores such as Net-a-Porter, Farfetch, Harrods, and ASOS. Musestyle promotes some of the best, worldwide known brands including Topshop, JCrew, Chloé, Kenzo and Isabel Marant, among others.

Musestyle, we have high hopes for you!


  1. Britain Becomes World’s Leading E-Commerce Exporter
    These are Britain’s top e-retailers to watch in 2014.
  2. Buyhandpicked Applies Mechanical Turk Model to Personal Shopping
    Enter a startup building a platform where online shoppers can submit detailed shopping requests, and — at the other end of the pipe — get humans to go a-hunting on their behalf.
  3. Lets You Shop for Items on Instagram
    Instagram made photo filters famous, but ecommerce startup Keep is using a different kind of filter to build a business out of the the images that fashionable women share via their Instagram accounts.
  4. H&M Launching Recycled Denim Capsule
    Fast-fashion giant Hennes & Mauritz AB is set to launch the first products made from the fibers of used clothing collected through its garment recycling initiative, launched in February 2013. 


“Search It. Stalk It. Steal It” is’s Motto to Help You Never Miss a Sale is the ecommerce startup allows you to “stalk” certain items to not miss the time when they go on sale. FashInvest has more.

Next-Gen Retail? Hointer, Bonobos, And Dollar Shave Club
Forbes investigates how companies Hointer, Bonobos, and Dollar Shave Club are using technology to disrupt and improve the traditional retail model.

Global Online Fashion Retailer ASOS Chooses SiteSpect to Optimize Its Website
ASOS aims to improve customer experience by employing SiteSpect to improve targeting and website optimization. Read more on BusinessWire.

The Inevitable Soap Opera About Fashion Blogging Is Here
Hearst and Condé Nast have both given online programming a go, now is joining them with a soap opera about personal style blogging. Fashionista has the details.


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Retailing 2013: Fashion and Tech Trends to Watch
Zappos Lab’s director Will Young shares his top fashion and tech retail trends for 2013 — including big data, mobile and 3-D printing — with Forbes.

Fashion 2.0: Online Vintage Heats Up
Business of Fashion looks at the sudden surge of activity in the online resale of vintage and worn fashion goods. What are the challenges and what is the long-term impact of this wave of startups?

Google Glass (And Sergey Brin) Ride the NYC Subway
Google Glasses spotted on the 3-train! “Wearable computing enthusiast” Noah Zerkin apparently looked up at the seat opposite him on a NYC subway to find Google Glasses co-founder Sergey Brin sporting his now-trademark eye wear. Reported by Mashable.