Reveals Unique New View of American Women -- Launches New Service for Apparel Brands and Retailers

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Zafu is launching a unique new research service for the apparel industry providing retailers and brands with clear information to improve the performance of existing products and identify new opportunities. The service covers women's jeans, pants and plus size jeans.

Women come in many shapes and sizes and most struggle with getting great fitting clothes. This struggle impacts retailers and brands and is the number one reason:

  •     For apparel's relatively low sales conversion on line
  •     That product returns on women's jeans run as high as 20-50 percent
  •     That store changing room areas are clogged with garments that women leave behind

Until now the industry has often described the shape of women as pears, squares and triangles, etc. Zafu's new data and service enables brands to understand the many different shapes of women and why each product does and does not fit. ( launched in 2006 and has quickly become the leading on line resource helping women find clothes that fit them perfectly. Over 2 million women have used Zafu already and 94 percent say that their recommendations fit perfectly. One of the bi-products has been the development of a huge data pool. Zafu has conducted over 10,000 detailed product fittings and collected body shape, product preferences and fit issues on an additional 2 million women. This covers over 300 brands and 700 styles from women's jeans, plus size jeans, casual pants, work pants and bras.

"Our vast data pool has enabled us to develop a unique view of women in the US. We have identified clearly different shapes and can show how each shape has different issues with clothing. Our new service lets brands work with us to see how their products fit the different shaped women within their target market and how they perform versus their competitors," said Zafu CEO, Rob Holloway. "It's about helping brands improve the fit of their existing products and identify new opportunities from within their existing consumer target."

Zafu's new service covers women's jeans, plus size jeans, casual and work pants. Zafu conducts fittings on the client's products and their identified competitors based on client target market input. Zafu then combines this with a detailed product category analysis to show brands how they rank across their entire market and which consumer shapes are most important to their business.

"When a brand sees how their products fit on each of the many individual shapes of women it's a real eye opener," said Blair Newel, head of Zafu product development. "They see the shapes of women they fit well and badly and we can show them which shapes are the most important within their target market. Our clients can quickly compare how they are doing versus their competition. It makes development decisions both easier and more accurate."

Brands subscribe to this new service and in less than 8 weeks receive a customized analysis of their entire product offering and their key competitors. Zafu combines this with trend and fit data across the entire product category for all shapes of women.

Today's fit issues result in product returns and sales conversion that smack the industry on its bottom line. Zafu has developed a rapid and cost effective service that will improve financial results and maybe will reduce that pile of clothes in store changing areas across the nation.

Zafu launched in August 2006 and is located in a converted bakery in Emeryville, California.

Beginning with women's jeans, Zafu soon added a plus size jeans service. In 2007 Zafu launched bras and next month women's casual and work pants will be added.

In the last eighteen months Zafu has conducted over 10,000 product fittings to research and develop the service

Two million women have used to find clothes that match their needs perfectly.

Zafu has drawn on the teams' comprehensive experience in the area of fit research, algorithm development, fashion and retail marketing. Zafu has combined this knowledge with additional work measuring and assessing literally thousands of women trying on hundreds of different products.

At, there is real science behind the art of finding perfect clothes.

Zafu is privately owned and does not disclose sales projections or revenues.

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Robert Holloway
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