“Only about 10 percent of apparel and footwear purchases happen online,” Romney Evans tells FORBES. The co-founder of TrueFit, a data analytics company, believes sizing plays a big part in consumers’ lack of confidence. Drapers Etail Report found that sizing problems accounted for more than 70% of fashion purchased online was subsequently returned. Evans points out that e-commerce sites such as Zappos that offer free shipping and returns helped take consumption from zero to incremental. “We are looking at this as the final frontier, and we see TrueFit having a huge opportunity to unlock this market,” he says.
Boston-based TrueFit was founded –like so many other companies– with the idea that there had to be a better way. In Evan’s case, he was working with Clayton Christensen at the time and thinking a lot about disruptive frameworks, even when he was out shopping with his wife. “She tried on a dozen pair of jeans,” he recalls, and didn’t buy a single one."