Once Wannier had a prototype, she set up an online survey for potential customers. Within 24 hours, she got over 700 responses; a third of them signed up. "We were astonished," recalls Wannier, who double-checked the results just to be sure. "It convinced us there really was a demand."
Wannier had an e-commerce site, but she still needed something to sell on it.
She moved out of her kitchen and into an office and brought in retail specialists who could persuade skeptical designers to entrust their clothes to a start-up without an established reputation. She refers to that period as a "bit of madness."
Today, with 700,000 customers and 300 designers, the site has proved its usefulness. "Some weeks," says Wannier, "we get 100 percent customer satisfaction. And designers are delighted: They get a new distribution channel, absolute customer loyalty, and returns that are 10 percent lower than on other sites."
While MyShape continues to sign up customers and designers, the company is not yet profitable. "We get a percentage of the price of the clothes," says Wannier. "In this economy, women are spending less. In order to make money, then, we have to attract more customers who will come back again and again."
Asked what the future holds for MyShape, she says, "Next year, we'll start providing the technology to other online stores, so my dream is that our way of shopping becomes the way everyone does it."
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