60-second start-up: Garmentology

0-5 seconds: Sum your business up in a sentence

Garmentology is a software application which can be embedded into clothing websites to create an online 'personal shopping' experience.

5-10 seconds: What's the business model?

Confidence is key to encouraging customers to click the 'Buy' button. When retailers sign up to Garmentology they are increasing this confidence, providing a personal rating for every garment for each customer. These ratings depend on how well each product suits the individual.

Increased confidence means increased conversions, reduced cost of returns and stronger brand loyalty.

10-15 seconds: Who are your competitors?

At the moment, Garmentology is totally unique in the way that it provides suitability ratings per garment and per user.

15-20 seconds: What's your USP?

Designed by retailers for retailers, Garmentology offers a simple integration that allows a smooth instalment - all that's needed is product codes and images.

20-25 seconds: How have you funded it so far?

Garmentology is self-funded.

25-30 seconds: What were you doing before?

I trained with Jennifer Aston in style and colour analysis some nine years ago and since then I've run my own practice with both individual and corporate clients.

30-35 seconds: Where did the idea come from?

As an account director for a telecommunications company, I noticed that they way people looked and the way they dressed played an important role in their lives, and I wanted this to be available to everybody. I set up Garmentology in 2008 and I haven't looked back.

35-40 seconds: What's the smartest thing you've done so far?

The smartest thing we've done is to add a 'quick start' session that lets people skip the feedback and just go shopping if they want to, without dropping our commitment to creating accurate and worthwhile results.

We also commissioned a really cool animation from The Brothers McLeod. We're really pleased with the job they've done!

40-45 seconds: What's the stupidest?

I have not done anything too stupid yet. But as the business is still growing I like to try and keep taking everything one step at a time. I am sure there is plenty of time to be able to add a whole long list of stupid things!

45-50 seconds: If your business was a biscuit, what would it be?

I'd love to think that Garmentology are like party rings - girly, fun and creative and every individual has their favourite colour.

50-55 seconds: Which idea are you a bit jealous of?

eBay - I mean, its obvious when you think about it isn't it? People love a bargain and others like to make space. It also totally solves the waste problem and promotes recycling. Everyone's a winner!

55-60 seconds: Where are you going to be in 12 months' time?

Garmentology is going to be on all of the major UK clothing webstores and hopefully making our way into Europe or even the States!

Find out more about Garmentology

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