Creating Personalized Retail Customer Experiences With RedThread

It’s a problem nearly every woman has faced: shopping for clothes and taking dozens of items into the dressing room, only to come out with just one or two items that fit. It’s a frustrating experience and one that can cause women to internalize their difficulty finding clothes that fit as something being wrong with their body.

But a new company is getting rid of standard sizing to create personalized, tailored clothing items designed to fit each customer’s body. Instead of standard sizes, customers can easily get clothes that fit their bodies perfectly. Every woman’s body is different, and it’s rare for someone to actually fit nicely into a standard size.

RedThread was founded by Meghan Litchfield after she realized that she wasn’t alone in her shopping frustration. Countless other women also had difficulties getting the perfect fit, especially as their bodies changed. Litchfield and her team aim to turn that frustration around to create a positive shopping experience for all women.

RedThread uses a 3D sizing model to customize fit, and the entire thing can be done from a customer’s living room. Each customer starts by taking a fit quiz so that RedThread can understand their fit preferences and what fit issues they commonly have. If pants are usually too long or too baggy in the thighs, the RedThread team takes that into account in their sizing model. Each customer is then sent a unique link, which she follows to take three photos of herself and one of an empty room. Those images create a 3D model, which pulls 15 specific measurements to get the right fit. RedThread tailors then create the item of clothing to match the size and fit preferences. The finished product is delivered to the customer’s door within a week.

So far, Litchfield says women are enjoying the experience. Aside from creating clothing pieces that women love, RedThread’s goal is to give women the convenience and ease they crave. Modern women don’t have time to search for the right clothing items and take a gamble if they will really fit. In an industry that has long stood by standardized sizing, RedThread is changing the paradigm. Litchfield wants to own the entire process, starting with how women shop to how the clothing items are sewn and delivered. So much thought is put into each piece, which guarantees a great experience. 

Instead of being stuck in a dressing room with nothing that fits, women can now be confident that their clothing will be comfortable and tailored exactly to them. RedThread shows how truly listening to customers can help meet their needs. Understanding your customer and taking the time to create a high-quality, customized product goes a long way in customer experience.