Conversational Commerce: How a fashion tech startup is tackling some of retail's big problems
Rian Buckley founded Fitcode four years ago with the goal of using data to reduce online returns.
Welcome to Conversational Commerce, the podcast where we break down the biggest retail news and trends with executives, thought leaders and the Retail Dive team. You can check out all our episodes here and listen on iTunes or Stitcher.
What turns a model educated in political science and ocean conservation into a retail entrepreneur?
For Rian Buckley, it started with a simple observation.
"It was through modeling that I realized 'hey there are huge problems with e-commerce, there are big problems with fit, there are big problems with returns,' and I was in a pretty unique position to solve them," Buckley, told Retail Dive.
In 2014, Buckley was inspired to found Fitcode, a fashion technology company that uses data from customer quizzes to take shape, height and other features into consideration to produce a perfect fit rather than a standard size for jeans.
Women's denim is the number one fit returned item online, Buckley said, adding that the company's brand partners, including Joe's Jeans, Silver Jeans and others, have seen conversions rise by 400% using Fitcode's data.
We sat down with Buckley to talk about how her small startup is using technology to not only tackle online fit, but also to address many other major industry problems — like inclusive sizing, omnichannel and the reverse supply chain.
This episode of Conversational Commerce is brought to you by Synchrony. You can learn more about Synchrony’s data, analytics and insights on store experiences and customer engagement here. Synchrony has no influence over Retail Dive's coverage, and content does not reflect the views or opinions of Synchrony or its employees.
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