The platform presents itself as an ally for all fashion brands that offer their products digitally.
The digital era impacted all sectors, and textiles are no exception . The vast majority of clothing brands were forced to adapt to e-commerce and offer their customers the possibility of purchasing clothing online. But this new trend, although it brought with it many benefits, also has its shortcomings .
he Uruguayan Daniel Bella experienced it firsthand back in 2021, when he founded Bonehur, his plus size clothing venture, and identified a big problem in the fashion industry: the size variation in the sizes of different brands.
As he remembers, buying a garment and having it turn out to be too small or too big was a factor of frustration for many customers . It was there that she realized that this was a problem not only at a regional level, but also at a global level.
Daniel mentioned this question to Dan Bzurovski , his lifelong friend, and together they began to diagram the venture. Shortly after, the third leg joined: his compatriot Alan Rytt .
“We met every Monday to talk about his idea and set goals. Over time, things began to take shape ,” Bzurvoski said. After several months of work, they presented the project to the University of Economic Sciences of Uruguay (UCEU) , who suggested applying to the National Research and Innovation Agency (ANII).
Finally, the project was selected by said entity in the category of Innovative Entrepreneurs and in March 2023, activities began with the budgeted funds . This is how Fitit was born .
What is Fitit and how it works
Fitit is a platform that enhances the online fashion shopping experience through real-time size recommendations powered by artificial intelligence (AI) . It is not an independent application, but rather a web service integrated within the e-commerce of each store.
The user who wants to make a purchase only has to select their own garment and take a photo of it , allowing Fitit’s AI to use it as a reference to recommend the ideal size. The process is carried out only once in any of the associated stores. Once completed, the information is saved and the platform will begin to automatically recommend the ideal sizes in real time.
Currently, Fitit is available in Uruguay, Chile and Mexico, and has just arrived in Argentina. The platform presents itself as an ally for all fashion brands that offer their products digitally. In fact, Columbia, Under Armour, Jack & Jones and Mango, among others, already offer their buyers this feature .
Organizationally, the startup has eight people distributed in the areas of sales, marketing, finance, integrations and development . And he plans to continue expanding his team in the coming months.
The idea attracted so much attention that, last year, Fitit participated in Endeavor’s Entrepreneurial Passport and competed alongside 25 other Latin American startups . Finally, it managed to win the award, which marked an important recognition for the company.
Furthermore, during E-commerce Day in Uruguay, it received a notable mention as an innovative entrepreneurship , consolidating its position as a pioneer in the online fashion market.
Looking ahead to the rest of 2024, Fitit has big expansion plans. Its main focus is on the region, especially Argentina and Chile . However, entrepreneurs have their sights set on broader horizons, with the ambition of penetrating the demanding US market.
«The first year was construction, laying the solid foundations of our platform. Now, in this second year, we are focused on our growth ,» Bella concluded.
