Hudson Jeans is partnering with a fashion data company to drive product sales and help its female customers determine a better fit for their denim through a mobile-optimized quiz hosted on its Web site.

Users who access the quiz are required to give a self-assessment on different aspects of denim fit such as curve, jean size and age to produce a Fitcode which helps guide them while browsing the site. A user’s Fitcode appears as a badge on different styles that would work with her body type, effectively working as a quasi-stylist based on her own self-response.

“Consumers are struggling to find jeans that fit, and retailers are suffering from high return rates,” said Stephanie Chacharon, director of marketing at Fitcode. “We saw that as a huge opportunity.

“We first want to tackle this problem online to address the shift in consumer behavior,” she said. “From there, we plan to move in-store to help provide an optimized consumer experience across channels.

“Our offering on mobile allows the consumer to shop where she is already comfortable. Now, Hudson Jeans’ existing customers can shop anytime, anywhere, in a setting that’s familiar to them.

“The additive Fitcode experience enhances that existing consumer experience. We want to give women that confidence and then get out of the way so they can complete their transaction.”

A shifting marketplace
The designer denim manufacturer’s decision to partner with Fitcode may be a response to the increasing trend of consumers, especially millennials, flocking to online fashion retail, eschewing bricks-and-mortar stores for the wider selection and easier access of mobile-optimized fashion marketplaces.

The Fitcode is a step towards bridging the gap between two experiences— online shopping, which is convenient, but generally not as personal an experience as in-store shopping at retailers like Nordstrom, a tried-and-true method which consumers are nevertheless seeing as an inconvenience.

The move towards self-assessment is a maneuver based in both convenience and principle. Brands— and the fashion industry as a whole— have been moving towards creating a more body positive landscape for consumers, creating options for all body types instead of presenting a monolithic standard of beauty.

Other brands supported by Fitcode include 7 For All Mankind, Levi’s, J Brand, NYDJ, Kut from the Kloth, Paige, FRAME Denim, JAG Jeans and Citizens of Humanity.

The right fit
One possible drawback of the Fitcode partnership could be the nebulous accuracy of self-assessment, meaning that an online shopping experience featuring Fitcode does not quite match up with the reliability of going into a store and trying jeans on before the purchase.

However, the technology is most definitely a step in the right direction, and it is possible that the success of the partnership could inspire other brands and startups to invest in personalizing the online shopping experience.

Mobile shopping is a booming subset of the online marketplace. According to a recent report from the Interactive Advertising Bureau, 80 percent of customers from around the world say they are satisfied with their smartphone shopping options, despite having some reservations about security (see story).

Efforts to personalize the online shopping experience abound in fashion. Recently, online retailer Farfetch launched #TheOne campaign which aggregates content posted on Instagram by social media influencers, promoting posts regarding the one item they cannot live without this fall and winter (see story).

“Brands have a huge opportunity to influence the body positive movement—whether it’s the images and content we share— or don’t— or the language we use,” Ms. Chacharon said.

“At Fitcode, we truly believe that every woman deserves to look and feel amazing,” she said. “We strive to help women of all shapes and sizes feel confident and beautiful in their bodies, and we want to continue building a brand that encourages that.

“We love partnering with brands that share those same core values. Whenever possible, we try to highlight brands and figures who are challenging the status quo and embracing body positivity, inspiring other women and combating sexism and sizeism.”