SINGAPORE--(BUSINESS WIRE)--Cambridge, London and Singapore based fashion technology company, Metail, has announced a two year contract with the Aditya Birla Group as they launch abof.com – all about fashion, extending Metail's reach to India. The Aditya Birla Group is a US $41 billion (Rs. 2,50,000 crore) conglomerate in the League of Fortune 500.
Building on its leadership in the fashion space, ABG are now setting their sights on the fast growing Indian e-commerce market with the launch of abof.com – all about fashion with the Metail Experience as one of the core launch differentiators.
Prashant Gupta, President & CEO of abof.com said of the partnership:
“We’re excited to be launching abof.com and bringing The Metail Experience to the Indian market. Customer delight is a huge focus for us and we feel our partnership with Metail will be integral to our re-imagining the fashion e-commerce space in India. The mobile solution Metail has created will be an important element of our consumers shopping experience making abof.com part of everyday life for women within India.”
DATA INFORMING SUCCESS OF ABOF.COM
The Metail Experience unlocks previously unknown customer data which abof.com intends to use for superior fitting and apparel design. By collecting unique size-and-fit body data anonymously, Metail can inform abof.com with vital information about their collections and their customers - from cutting items to fit better, to making more garments their consumers want to wear.
Vikram Bhat, Chief Product Officer at abof.com said:
"The unique data sets that The Metail Experience offers is something the product team is very excited to explore. The whole of abof.com is dedicated to giving our customers the most engaging and personalised experience possible, and Metail are at the heart of this. Metail gives us a better understanding of the size and shape of our shoppers, we can now personalise our communications to them and tailor garments better to their body shapes."
This partnership is Metail’s first in Asia. The Indian e-commerce market has grown over 300% in the last four years, to $13.6 billion in 2014 and is likely to touch $16 billion by the end of 2015. By 2020, the industry is predicted to be worth $20 billion.*
India is the 3rd largest smartphone market in the world, (by 2017, 314m of the population will be mobile internet users)* to satisfy the demand for mobile technology, Metail have developed their offering by integrating with the abof.com native android app.
Tom Adeyoola, founder and CEO of Metail said:
“Metail’s partnership with abof.com is a great opportunity to enter the Asian market, with access to a huge user base for The Metail Experience. Our unique data sets and rapidly evolving product mean we are now in a position to disrupt the global fashion e-commerce landscape.”
*Figures taken from the Times of India & PWC & The Economic Times
Founded in 2008, Metail is a British company developing an immersive ‘try it on’ online shopping experience which enables consumers to create a bespoke 3D model of themselves. The technology aims to increase consumer confidence in buying clothing online through an engaging and delightful product. Metail’s technology can be incorporated into any e-commerce platform and the company’s operations are able to photograph and digitise over 200 garments a day facilitating work with mass market high volume retailers. After entering a few simple measurements consumers can generate a MeModel, which is 92-96% accurate to their specific size.
Established by Cambridge graduate Tom Adeyoola, Metail has raised over $20 million in funding and officially launched with its first customer – Clothing at Tesco – in February 2012. Metail was also BAFTA nominated for their work with ITV in 2013. The company has since developed an international client base, spanning Evans in the UK and US, House of Holland and Little Mistress in the UK and Dafiti in Brazil, whereby a comprehensive AB test showed the Metail experience increasing sales over a two-month period. For full details, visit: http://metail.com/dafiti-case-study/.
For more information about Metail see http://metail.com/metail-history-and-facts/