As smart technology continues to infiltrate the fashion industry, shopping experiences are becoming more and more personal.
San Francisco-based menswear startup Eison Triple Thread has released a new Fits web app that will recommend clothes from its collection based on users’ Spotify data. The website, and soon-to-be native app, will allow users to log into their Spotify accounts and give Eison Triple Thread access to their music history. Spotify makes this transaction possible, as its application programming interface (API) is open for developers.
From there, users will be asked to take a lifestyle quiz, which will provide the company with information such as job field and skin color. This dual collection of data allows the ETT team to achieve a more holistic understanding of each client, making nuanced product recommendations possible. The user then contributes to the selection process by expressing likes and dislikes. And because the company’s clothing is made-to-measure, the “bespoke” concept goes one step further, with choices for color pairings and materials.
“Fits constantly takes into account acoustical track information as well as explicit artist data coupled with lifestyle information and user activity,” said Julian Eison, founder and CEO. “We use machine learning and proprietary algorithms to discover trends and to infer new ones.”
The connections made between music preferences and fashion taste, then, are a little more complicated than you might think. The system fully considers the wide-ranging, eclectic playlists that users might have.
Eison believes that the rapid growth of online shopping and the dismal rates at which customers are being introduced to new products create a greater desire for personalization. “Holding strong consumer confidence, increasing fashion spend and scarcity of time constant, we believe there will be sustained growth in curation and recommendation platforms,” he said.
Fits is intended to provide an ongoing customer relationship that will allow the company to recommend products that accommodate a user’s occupation and daily clothing needs, as well as provide them with tips on how to uniquely style the products.
The app, however, is not the brand’s first encounter with smart technology. Established in 2016, Eison Triple Thread began using 3D body imaging technology from a company called Body Labs to create made-to-measure clothes. But soon enough, Body Labs became acquired by Amazon. “As the technical hardware market began to shift in early 2016, we realized that we needed to solve our customer’s problems with a data driven solution that relied less on physical hardware,” said Eison.
With this next technological endeavor, Eison plans to compliment his existing line of business. Fits will feature the brand’s flagship products, providing a distribution extension that will allow for customers to experience the items in various ways. And as smart fashion continues to stir concerns about privacy and surveillance, Eison said the company considers security to be a top priority.
Looking ahead, it’s possible that the brand will work with musicians to create custom lines: “We are currently working on our partner platform, which will feature an immersive and rich user experience, allowing customers to connect with musicians in ways rarely explored.”