CONSUMERS WANT IT THEIR WAY AND A NEW ONLINE STORE WILL GIVE THEM JUST THAT

As consumers continue to want something unique and different, new retailers (on and offline) are giving it to them. The latest incarnation of this “for me only” retail venue is called MyShape. The online boutique will match shopper’s desires with outfits that fit their taste and size.

Shoppers begin by measuring themselves and filling out a questionnaire, including bust, height and shoulder width. The company's ShapeMatch software assigns her a shape and recommends items in their inventory based on her measurements. Manufacturer-supplied production spec measurements for each garment are sent, as well as the shopper's stated color and style preferences.

They already have over 12,000 women registered, which is very good by anyone’s standards. The site will be open for business this month.

The online boutique will offer hundreds of styles from numerous designers, most not available in department stores (another plus for the customer who doesn’t want to see herself coming and going).

MyShape is based in Altadena, Calif., and is comprised of veteran retailers: buyer Dianne Starnes previously worked for Nordstrom. Advisory board member Peter D. Whitford has been CEO of Wet Seal and Disney Stores and ran a division for the Limited. Founder and chief executive Louise Wannier started three technology businesses.

They plan to expand internationally next year, and then license the ShapeMatch technology to other retailers. The company plans to integrate its systems with suppliers so they can automatically receive product measurement information.

Headwear vendors may want to contact this company to add hats to their retail fashion mix.

Remember, consumers want something different, even if store buyers don’t realize that yet! They also want their hats to fit precisely…we heard from Paula Del Percio, owner of The Hat Box in Laguna Beach California, and she said that customers are looking for smaller hats to fit their heads. Of course folks with large heads are busy looking for large hats.