FITTIN is developing services related to lingerie. You can recommend products that fit yourself from among ready-made items online, or you can make custom made items. I asked about the problem of female underwear solved by FITTIN and the reason why I made an offline salon. (Coverage Date: Sep 8, 2017)

Resolve underwear challenges online / offline

FITTIN (Fittings) is handling female undergarments fitting service. It mainly expands two services, one of which recommends online lingerie, the other is to make custom made lingerie.

If you are reading this article is male, the sense that women choose underwear may be a bit hard to imagine. there. Please imagine the scene to choose shoes. Even with the same 26 centimeters, comfort is different depending on the manufacturer, so we will purchase it from the shop before wearing it. Also female underwear. Even if they are the same size, because the feeling of wear varies for each manufacturer, it seems that there are many cases where you purchase with sizing at the shop front.

In addition, 70% of women have data that underwear size is wrong. The size measured once at the shop changes because of meat quality with age and body shape changes at birth. Especially bust is susceptible to this kind of influence.

It is FITTIN to solve these tasks online and offline.

President of Fitting Corporation Yuiko Honma (Honma Yumiko)

After graduating from Kobe City University of Foreign Studies, joined TRIMP International Japan KK in 2009. I am responsible for the official website of AMO'S STYLE, a directly managed brand, and a development leader for WEB limited products. After that, in 2013 June Scala International Co., Ltd. was established. Next Founded in March 2016 Fitting Co. specializing in online fitting. To solve a lot of women who are mistaken in bra size and women who are having trouble, "underwear online fitting service FITTIN" that you can check product data and user's body on-line in 2015 release.

By answering only 4 questions, your own lingerie will be recommended

First of all it is an online service. How to use FITTIN's online fitting is simple, only by answering only four questions, it is possible to judge the body type close to your body from about 1000 patterns of body shape data. That means you will recommend an item that suits your body shape.

Regular shops usually listen to advisors about body, age, flesh quality, worries, etc. We will select underwear from that information and fitting. FITTIN algorithms the findings of this advisor. It summarizes into four questions "size" "body type" "bust type" "worry", we made a mechanism to underwear underwear online.

Developed custom-made brands of its own brands

Another service of FITTIN is custom made bra.

In the previous online fitting, we organized the product information of other companies and recommended it to the user. However, there was a problem that there are few goods that can be recommended from the beginning in the end size (smaller than the volume zone or larger size) and rare body types in 1000 patterns.

So I decided to develop a service to make custom made lingerie. In April of 2017Cloud FundingStarted and launched the service.

It is possible to change the strap and backband, adjust the angle of the wire and the thickness of the pad only for the item production from picking three basic patterns. At the time of the interview it seems that changes such as patterns do not correspond, but it seems that there is a possibility of doing it in the future as well.

Originally it was developing custom-made only online, but it seems that there seems to be a need for trying on trying again, as it seems, it seems that he began a fitting salon in Nihonbashi in September 2017. If you come here, you can consult the trouble in real, and you can try on it.

Customers using FITTIN's custom-made products are "middle class of the market". General women's underwear seems to be about 5 to 10 thousand yen up and down. In addition, there seems to be many people who are using high-quality underwear like one wearing more than 30,000 yen, but there is not much player during this time.

Users wanting items up a notch, or want to enjoy casual custom-made with a little price down will be the user. On the average, the market is targeted at which between 400,000 and 60,000 per year is used per person.

The problem of underwear x EC felt by the manufacturer

Homma originally started a career from the EC department of Triumph, a global underwear maker. So he seems to felt the challenge and hope of selling underwear on EC.

Underwear has an online sales ratio of around 2%, far below the apparel average of 5%. Underwear has many types and it is difficult for users to select, I do not know the size feeling more than anything.

On the other hand, underwear is also a complex product. Even if you try to investigate the problem with the Internet, there are few high-quality information and more professional information is needed. I feel that there is a business opportunity here.

The majority of Japanese are said to be unconfident about their body shape. Also, the story of bust is not actively made even among friends. Then, I will search for information on the Internet, but there is no information at all and there is no service to solve the problem.

Also, the problem most felt by Honma who was in charge of underwear EC is "size". Although it seems that he tried measures such as return and review, underwear is an item that may have been stiff after feeling uncomfortable after wearing for a certain period of time, and it seems that there was not much effect as a result. If I did not solve the problem of this size, it seems that it felt that making underwear EC is difficult is a trigger to launch FITTIN.

Salon all measures

FITTIN started online fitting, custom-made, media, and fitting salon. What kind of deployment are you thinking in the future?

I operated on-line fitting, custom-made, media, but until now I had a sense of doing business on a point. By starting a salon this time, you will be able to communicate directly with customers on site. We still have issues on site so we think that we can link all measures by sucking it up. Even in the sense of being a big business model converter, we will focus on salons.

The state of the salon of Nihonbashi

FITTIN has launched services one after another from online diagnosis to solve customers' challenges. What kind of members are gathering for that member?

There are many members who like underwear like they were doing fitting advisors with some brand. Some kids seem to cry if the item sells too much I like lol

The general job of underwear business seems to be quite a narrow gate, and many people end up the career with an over-the-counter advisor. However, they also feel the same task as Honma san, and after finding out variously, they often get to FITTIN. Some students are coming to interns from afar, even though they are students. Because I share a sense of challenge, it was also impressive that Mr. Honma was speaking that the commitment to FITTIN is amazing, because I am doing business independently.

The contents of the interview are also distributed by podcast

Interview contents are distributed with podcast. Since information is more packed than the text, those who are interested please try listening here as well.