The online apparel company Ash & Erie was founded in 2015 in Detroit, USA. They design, manufacture, and sell clothing for men of shorter heights because they saw an overlooked customer need in the industry. Their vision is to create a perfect sizing and fit system to appeal to shorter men who can't buy off-the-rack clothing without needing extra tailoring. When it comes to designing their fashion, Ash & Erie thought of every detail from appropriately scaled collars, adjusted shoulder seams, narrower sleeves, shorter shirt lengths, scaled-down cuffs, and proportioned pant legs to accommodate all the different body shapes of shorter men. They spent over 8 months perfecting their sizing and fit system for their shirts and continue to improve their products.
Ash & Erie's most significant challenge is to meet the needs of their customer group – not only by designing appropriately fitted clothing, but also helping customers to navigate the complexities of sizing and fitting when making a purchase online. Their customers should look great and feel as if they are wearing tailored clothes. To ensure this, Ash & Erie was keen on gaining detailed insights about their customers to keep making products of high quality with no need for tailoring, and has also been able to recommend highly accurate sizes and fit.
Ash & Erie wanted to improve their sizing and fit system by getting a better understanding of their customers' needs and satisfaction. At the same time, they aimed to improve the online customer experience and help customers who often feel uncertain about their sizes.
Easysize started working with Ash & Erie in summer 2019 by launching Feedback, a product of Easysize designed to collect detailed customer feedback about previously made purchases. The customers are asked about the actual fit and size of the item and their expectations, their general size and fit preferences, and their body shape giving Ash & Erie useful insights about their customers satisfaction. It also enabled Ash & Erie to make their customers feel important and facilitate a personal connection to foster higher customer loyalty.
In October 2019, Easysize launched Fit Quiz on ashanderie.com, a product of Easysize recommending the right size and fit to shoppers online. First-time customers are asked to select their most common size and preferred fit in a clothing category, then choose a body shape that describes them the best, and at the end receive the size and fit recommendation for a given product.
For regular customers, Easysize automatically and within seconds recommends and preselects the right size and fit on the product page.
By using Fit Quiz and Feedback, Ash & Erie is able to provide tailored size recommendations to customers, and simultaneously collect valuable product specific data to further improve its offering to customers.
Customers using Easysize tend to make purchases more often with the sales conversion 187% higher than those not using Easysize.
*The sales conversion – a conversion from a pageview with the recommended size to a purchase.