Demo Day Q&A
Will there be a Mr Tyler?
As a female I actually don’t know what my body type is, and research also shows that what people think they look like is different to reality. How do you solve for that?
Initially we are using dimensions that women know - their bra size, their height and their dress size. We do also ask for their body type (pear, hourglass, rectangle & strawberry), though we are aware that even this is a little confusing to some women. These dimensions allow us to quantitatively match women who are similar. And while not perfect, it’s better than what is currently available. Over time, we will be refining this, for instance women can improve their matching by measuring their hips, bust, waist with a tape measure (we don’t ask this in onboarding, as we don’t want that friction to cause drop off). And eventually will likely move to some form of body scanning as part of onboarding.
Do I need to take all my measurements to start using the app?
How is Mys Tyler different from Stitch Fix?
How do you keep fashion choices fresh across the body types?
How much does it cost a consumer to use this service?
How do contributors try on clothes?
If users want to return the product, do you seek the money back from contributors?
We utilize affiliate marketing programs, which are set up to cater for return rates. Most payout commission after a period that aligns with their return period i.e. 30 days. That way, you don’t earn commission where the customer has returned the item. This means that we don’t have to worry about recouping money either.
What about Indian Women?
We want to have as much diversity as possible, across height, size, shape, age, colourings and ethnicities. This is a focus as we conduct outreach to potential contributors. In addition, where we find gaps, we’ll be encouraging women using the app to become contributors to help their #sizesisters who share similarities witih colours as well.
What are hip dips?
Hip dips, also known as violin hips, are those gentle inward curves found below your hips and above your thighs. They can be subtle or pronounced and are the latest body part that women have seemingly become obsessed with.
This seems easy to copy, what is your moat?
How does Mys Tyler differentiate itself from companies like Body Labs or Easy Size?
These focus on being able to virtually try on clothes. But they don’t help you style them, or find clothes that are flattering to select to try on in the first place.
Can you expand on the technology that you use?
We are building the app using React Native and will be launching on Android and iOS. We use a proprietary matching algorithm that considers age, height, clothing size, bra size, body shape, as well as colourings (hair, skin) to determine a fit match score with other women.
What is the market size and market share?
Women’s Apparel is a $690 Billion dollar market. We are playing the role of a lead generator, and will target initially the $2.1 Billion that currently makes up affiliate commission. However, we also plan to take a part of the 60% margin earned by fashion retailers.
Why only celebrity body doubles?
Celebrities are a starting point because we can access their data is publicly available. It allows us to have quantity to start, and it’s fun. This is really just a hack though while we recruit and onboard contributors. It allows us to control the user experience. We don’t want someone to download the app, and then have no contributors matching them, so the celebrity body data allows us to give them something while we build the supply side, and then invite them through when we can give them a good experience.
Will this be image only, or video content as well?
Initially we are only using images. Video is more complicated, so this will be introduced in a later phase, once we have built out the market (diversity on both sides), and proven the model. It will be a way to enhance what we have, but is not critical to deliver on our initial solution.
Who are your customers as opposed to your users?
All women will be able to use the app to find relevant inspiration, and make purchases. Women can also choose to upgrade to become a contributor, to feed content (outfit posts) back to the community.
Will you look to have any key partners?
We’re currently looking to partner with fashion brands (beyond an affiliate relationship), to help us get current inventory into the hands of our contributors. We are also interested in partnerships with stylists and other fashion advisors who can provide relevant content to the community. Finally, we’re potentially interested in partnerships with body scanning technologies in the future as a way to improve our body data collection.
What was the inspiration for the name Mys Tyler
The name was created with My Styler, which is our function. We love that this is hidden in there, but wanted the name to be more editorial and more human.
Let's continue the conversation...
We are hosting a weekly webinar Friday's at 11 am AEST for the next few weeks
How accurate is the body matching?
We did a lot of initial testing to refine our algorithm, though we still consider this our MVP algorithm, and we will be focused on refining it over time.