In the 2013 research article, “Quantifying Biomass Changes of Single CD8+ T Cells During Antigen Specific Cytotoxicity,” the authors presented a method to collect and analyze data about cancer cells with the goal of helping patients undergoing immunotherapy.
Essentially, the method is about using data to battle the disease.
Daina Burnes, one of the researchers and coauthors of the report, said work led her to cofound Bold Metrics, which uses data to solve a less life-threatening problem: poorly fitted apparel.
With online apparel return rates averaging 30 percent, Burnes said online fashion apparel retailing has a serious problem. With Bold Metrics (and its Fashion Metric solution), retailers and fashion brands gather intelligence of their customers to create an improved online shopping experience using machine learning and data science. Here, Burnes discusses the solution and its use.
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WWD: How does Bold Metrics work?
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Daina Burnes: The shopper inputs responses to four simple data points which include height, weight, age, along with jean size for men and bra size for women; eliminating the need for a measuring tape, selfie or physical body scanner when shopping online. Meanwhile, Bold Metrics ingests product details from the brand.
The solution analyzes millions of data points from human body scans and comprehensive studies, and then uses custom machine learning algorithms to create body models. The algorithms predict and output 90-plus body measurements for men and women.
The brand’s product details, specs and design guidelines are then integrated with the body measurements and preferences of the shopper. Finally, Bold Metrics delivers the shopper a highly personalized and accurate recommendation for the correct size in a particular product. In turn, Bold Metrics human body data that can help brands better design products and target customers.
WWD: How does it differ from other solutions in the market?
D.B.: While there are ways that the Bold Metrics engine can be used for fit prediction, this is only a feature of the broader solution. At its core, Bold Metrics is incredibly accurate at predicting body measurements; that means Bold Metrics can help solve a number of problems and challenges related to understanding the human body.
WWD: What is the impact of Bold Metrics on a retailer’s return and conversion rates?
D.B.: The average industry return rate for online apparel is 30 percent. After using our Fashion Metric solution, custom suit-maker SnapSuits experienced a 13 percent return rate, way below to the industry ready-to-wear average. Similarly, the average conversion rate of apparel online is 2 percent. With the Fashion Metric solution, Borrowing Magnolia, an online wedding dress consignment and rental shop, saw a 50 percent increase in online conversions.
WWD: How does Bold Metrics affect the overall consumer shopping experience?
D.B.: Bold Metrics helps shoppers purchase the right size the first time around, avoiding the hassles and added costs of returns. This eases the overall shopping experience with a particular brand and creates brand loyalty to keep the customer coming back for more.
WWD: Is the data used to inform product development and merchandising decisions? How?
D.B.: By receiving specific body measurements for each unique customer, Bold Metrics helps brands to better understand their customer set and improve product design and fit. Beyond product design, the data allows merchandisers to identify specific customer characteristics by location or region, helping to inform the inventory and assortment planning for individual stores and distribution centers.