‍Graduate Fashion Week (GFW) is a renowned event that celebrates emerging talent in the fashion industry. This year, efitter had the exciting opportunity to set up an interactive pop-up as part of their Sustainability Hub. This was our first opportunity to exhibit what efitter does in a physical activation, and it was a great opportunity to connect with consumers and potential partners. Here’s a behind-the-scenes look into our process and a recap of the event.

Bringing efitter to life

efitter is a tech company personalising the shopping experience for millennial and Gen-Z shoppers. We launched in 2021 with a Google Chrome browser extension, which finds a user’s size based on their shopping history. We have since iterated and used what we have learnt from our users to not just find their size but also build a profile of their style preferences to better tailor their shopping experience.

Our pop-up installation was designed to be both informative and engaging. As a browser extension, illustrating how our solution works in physical form was not straightforward. We knew we could have opted for a digital display looping the chatbot functionality, and *hoped* people would come over, but it was too much of a gamble. This got us asking the following questions:

How do we show the hidden cost of a return? How do we illustrate the impact on brands and consumers alike? And most importantly, how do we engage people walking by?

The answers to these questions guided the design as we aimed to bridge the gap between our digital solution and real-world experiences, making the invisible costs of returns tangible and impactful for all visitors.

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Illustrating the impact of returns

We focused on the hidden costs of returns in the fashion industry, from financial implications to the whopping environmental impact. One of the key goals of our participation was to demonstrate how efitter can benefit both consumers and retailers. By addressing the issues of poor sizing and high return rates, we wanted to show our technology as a valuable solution for enhancing customer satisfaction and reducing operational costs.

Our installation featured two interactive “letter boxes” illustrating the returns process from the perspective of the shopper and brand. We also had a mannequin wearing a “Guess my size” shirt, inviting visitors to measure the chest, waist, or hips with a measuring tape and guess the size. On the back of the shirt, a size chart highlighted how measurements varied between retailers, adding to the confusion of finding the right size without efitter!

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The hidden cost of returns

Our most interactive piece, was a giant life-size receipt, listing the hidden cost of returning a £19 white t-shirt from COS. This drew significant attention. Visitors were curious and eager to learn about the complexities of returns and how efitter aims to simplify and improve the shopping experience. Most importantly, they had felt the impact of returns, whether it was the strenuous process of returning clothes, or the frustration of the items not fitting; everyone could relate.

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From interest to leads

As well as informing visitors of the hidden cost of returns, another one of our objectives was to transform visitor interest into leads. We invited shoppers to engage with Style Guru on tablets and provided personalised clothing recommendations based on their style personas. By ensuring that suggestions match our users’ tastes instead of following trends, we ensure that shoppers buy clothes they are likely to wear for a long time to come.

We also showcased a live demo of our extension, offering a real-time demonstration of its capabilities. This approach not only engaged our audience but also allowed them to experience firsthand how efitter can improve their shopping journey. By integrating technology that addresses both style preferences and fit accuracy, we demonstrated how efitter is at the forefront of revolutionising the online shopping experience.

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Participating in Graduate Fashion Week 2024 was a strategic move for efitter, boosting our brand awareness and opening doors for potential partnerships and future pop-ups (watch this space). The interactive installation not only educated consumers about the hidden costs of returns but also highlighted how we’re solving the returns problem.

If you are a brand looking to reduce returns and increase conversions, speak to a member of our Sales team to join our pilot program. Our solution uses data-driven insights to provide a seamless and personalised shopping experience, ensuring customers find their perfect fit the first time.

Get in touch and learn more about how efitter can benefit your brand.