Off the Cuff

Fitcode takes next steps with Hudson Jeans deal, via WWD

Oct. 4, 2016

This article was originally published in WWD by Kari Hamanaka.



[Fitcode's] integration on the denim brand's site is a first for the fashion technology firm as it looks to grow.

Hudson Jeans’ new partnership with Fitcode represents the next phase of growth for the young fashion tech company.


Fitcode’s technology aims to help make it easier for customers to shop for denim online by taking a simple quiz that can lead them to the right fit, as opposed to a more narrow focus simply on size. In doing so, the company also hopes to be a go-to solution for denim brands looking to reduce the return rate.


Fitcode, since its founding by cofounder and chief executive officer Rian Buckley, has so far operated its own site where shoppers can take the quiz and then find fit suggestions and make purchases there from about a dozen brands, including Frame Denim, Seven For All Mankind, Paige and NYDJ. Hudson Jeans will be the first brand to actually integrate the Fitcode technology and experience directly into the Hudson e-commerce site. The offering is currently only available for women’s jeans.


The deal with Hudson is an important step for Fitcode, which about a year ago announced the close of its $1.8 million series A round of financing, led by Seattle investment firm Harvey Partners.


“This is exactly where we want to be,” said director of marketing Stephanie Chacharon. “We see this as the first step in the next evolution of Fitcode. We want to be an additive tool in [brands’] existing consumer path.”


Men’s is something the company will eventually tackle “once we conquer the women’s market,” Buckley said. “We want to stay focused on what we’re set out to do.”


The company now counts about 10 full-time employees and began generating revenue in July. In the next few months, it will look to raise a series B, according to Buckley. She’s forecasting a profit for Fitcode within the next year, with a lot of that dependent on how quickly partnerships with more denim brands and retailers could come online. It’s the latter that will also prove an integral part of the business as it scales and looks to bring the Fitcode experience to stores.


“As we’re seeing these partnerships and integrations, the future is bringing this experience eventually into stores so we can make that shopping easier online and in store,” Buckley said.

The company is currently in talks with Nordstrom about possibly testing the technology, but the focus over the next six months remains on refining Fitcode and also identifying problems customers have in store so that Fitcode can be tailored around that.


Retailers appear to be receptive, Buckley said.


“It’s been a really interesting process,” she added. “The product that we’re offering seems like such a no-brainer to [retailers] when we talk to them about it and why we’re doing it.”


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