This Rihanna-Backed Startup is using Machine Learning to Innovate Fit

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There is no shortage of software trying to serve the fashion industry, but few products really understand the industry itself.  A crop of startups throughout the world are all trying to solve the problem of fit when it comes to shopping for apparel. If you’re a regular listener to this podcast, you know the challenge of fit is something we’ve talked about again and again and will likely continue to talk about until one company dominates this category.

Fit matching tools—that is, tools that help shoppers find their size in apparel items when shopping in-store or online—vary in their approach, but they have one thing in common; they’re all jockeying to become the standard for shopping.

My guest on the show today is Haniff Brown. He’s the Founder and CEO of FIT:MATCH, a startup that uses machine learning technology to eliminate friction in the shopping experience for hard-to-fit categories like intimates and swimwear. As you’ll hear in our conversation, they’ve caught the attention of business billionaire Rihanna, and the brand has since launched in Savage Fenty stores across the USA and are planning on rolling out the experience online.

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Amanda Cosco
Amanda Cosco is a Fashion Futurist and the founder of Electric Runway