fashion forward

New Houston-area store pops up to optimize artificial intelligence for retail shopping

Florida startup Fit:Match chose Houston for its first location of its AI-enabled retail store. Photo via shopfitmatch.com

In November, on the first floor of Friendswood's Baybrook Mall, wedged between the Abercrombie & Fitch and the Apple Store, a small studio popped up. At the window, a bubblegum assortment of balloons replaced the usual spruced-up manakin, and the shop is sparse for racks of clothing.

That's because the Fit:Match studio isn't really trying to sell clothes — it's trying to help you buy them online. By fusing artificial intelligence with retail shopping, Fit:Match makes ordering clothes online more trustworthy. The writing on the walls promised to revolutionize the way that people could: "Shop what fits. Not what doesn't," reads a neon sign. The tech might not only reduce long waits for the dressing room — it could abolish it altogether.

"You never have to try on clothes again," says Haniff Brown, founder of the Florida-native startup.

The store does have a fitting room, but Brown says it's not really for trying on clothes — it's for preparing to "get fitched," the process through which the imaging tech measures a customer's body.

It's fitting that the pop-up sits next to the iPhone giant. Fit:Match uses the same 3D imaging tech as Apple's FaceID, Brown says, which blasts infrared light at thousands of dots at a user's face. Where the light bounces off, the AI technology images the person's face. The sensors at the Fit:Match studio in Baybrook Mall expand this to the rest of the body. In 10 seconds, the AI sensor lets people sketches a customer's shape through 150 measurements.

Those measurements become indicators of how well a piece of clothing will fit the wearer. In the initial phase of the project, Brown's team fitched thousands of women — wanting to keep things neat, the company hasn't ventured into men's fashion yet — and compared the scores of the AI's algorithm with how the women scored their own clothes.

Now, once a customer has been fitched at the Baybrook studio, she can log online through an app or the company site and sift through thousands of clothes that will likely fit her. Each clothing item — mostly smaller brands that range from eclectic pieces and dresses to athleisure right now, Brown says, although he's already working to partner with better-known labels — is rated with a percentage of how well it's likely to fit the individual customer, based on her measurements and on how snug or loose she likes her wear. From the array of brands, she'll get specific matches — clothes that have a 90 percent chance or higher of fitting — that might look completely different from a friend's. Over time, the app will also update her on the latest matches.

"You're going to have this personalized wallet," Brown says, adding that this will also decrease a store's rate of return. "You will see a completely truncated assortment of clothes that are meant to fit you."

The Baybrook Mall hosts Fit:Match's first location. Brown says he chose the Houston area for its size and demographics, calling it a "hotbed to test new ideas, to get traction, to get customer feedback," and is even considering expanding to the Woodlands Mall and other places around Texas, too. It's also not far from the Austin-based Capital Factory, which brought Fit:Match under its wing late last year to help the startup raise $5 million.

In the meantime, the five-member management team at Fit:Match is focused on getting more Houstonians fitched. In the first month of operations, the studio measured more than 1,200 mallgoers, and Brown says the company could fitch a quarter million in the next two or three years.

"We think that the opportunity here is immense," Brown says.

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Building Houston

 
 

Alto is revving up in Houston. Photo courtesy of Alto

Houstonians who are interested in an alternative to Uber — and don't mind giving a Dallas-based company a shot — can now look for a new ride. Alto, the ride-share and delivery company based in Big D, has announced its expansion plans to Houston. The company is now offering pre-scheduled rides; Houston residents will be able to book on-demand rides starting October 1, according to a press release.

As CultureMap previously reported, Alto touts itself as a safer, more consistent approach to hailing a ride. Founded in 2018, Alto brands itself as "the first employee-based, on-demand ride-share company." Employees receive salaries and benefits, each company-owned car is branded with the Alto logo (so riders can be sure they're stepping into the right vehicle), and cloud-based cameras capture both interior and exterior videos of the ride.

The company offers ride memberships and also shops, purchases, and delivers from local brands directly to consumers with same-day delivery available.

For safety during the pandemic, all Alto drivers wear masks and gloves during every trip and each Alto vehicle is fitted with a HEPA cabin air filter which removes 99.9 percent of airborne particles, the company claims. Car interiors are also treated with PermaSafe, an EPA-registered hospital-grade sanitizing mist that is said to kill pathogens like COVID-19.

"Alto is thrilled to announce our expansion plans to Houston and offer the same clean, safe ride-share experience that's revolutionizing the industry to this new market," said Will Coleman, founder and CEO of Alto. "We're confident Houston residents will find Alto to be unlike any other ride-share experiences they've had to date, and find comfort in Alto's leading safety and health precautions, as well as elevated rider experience."

Locals who are interested in more information and getting on the Houston launch waitlist can the official site. The Alto app is available for download on the App Store and Google Play.

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This article originally ran on CultureMap.

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