The fashion industry has been contending with the issue of high return rates for a considerable period of time, with an astonishing 24.4% of online apparel purchases being returned. This figure has even risen by more than 50% since 2020. Recent statistics indicate that a substantial 39% of these returns are due to dissatisfaction with sizing, while 13% result from customers ordering multiple sizes in an attempt to find the right fit. Feeling the impact of this persistent issue, Laws of Motion—an AI-powered sizing technology—is dedicated to transforming the online shopping experience for both consumers and brands.
This groundbreaking technology, which is based on a substantial 2 billion data points of body measurements, aims to streamline the sizing process and facilitate accurate fittings across diverse geographies, brands, and manufacturers. To the satisfaction of early adopters, Laws of Motion has remarkably succeeded in reducing the return rate to less than 1%. In a move that showcases their confidence in the system, the company has developed a unique licensing model that operates on a pay-for-performance basis. This means that the company is rewarded for increased sales and decreased returns, aligning its success directly with the success of the brands using its technology.
Carly Bigi, Founder and CEO of Laws of Motion, has provided insights into their recent accomplishments, strategic initiatives, and the company’s recent $5M seed round provided by Corazon Capital, Sequoia (Scout Fund), Leadout, and distinguished retail investors such as John Howard and Eva Jeanbart-Lorenzotti. Ms. Bigi emphasized that the AI sizing technology, which was initially developed within a direct-to-consumer brand, has effectively eliminated the return crisis with an impressive return rate of less than 1%.
The company is currently targeting the substantial $2.6T market of apparel, shoes, and accessories, with a specific focus on global apparel brands. They stand out from the competition not only due to their unique operating model but also their commitment to equipping brands with real-time transparency through an innovative SaaS offering, which is backed by performance-based pricing.
Looking ahead to Laws of Motion’s product, Carly Bigi stated, “We now license the AI sizing technology to other brands so that customers can determine their best fitting size when shopping online, and brands can understand how to refine and extend their sizing to better fit their actual customers.”
For Laws of Motion, the successful raising of $5M in a seed round in 2023 was a testament to their unwavering determination and innovative approach. Despite the challenges associated with being a female founder in the tech industry, Carly Bigi viewed it as a superpower, demonstrating resilience and a growth mindset throughout the process. She attributes the success of the funding round to their groundbreaking advancements, including a revolutionary sizing technology that employs a real-time analytics dashboard and integrates a pay-for-performance model.
Over the next six months, Laws of Motion aims to onboard a substantial 35+ brands, launch the beta of avatar functionality for virtual try-on, and expand into new markets. With these milestones firmly in their sights, Laws of Motion is poised to make a significant impact in the e-commerce world, offering consumers and brands an entirely new way to approach online shopping.
Despite their impressive trajectory, Carly Bigi remains modest and offers advice for companies in a similar position. “Ideas are free – stay focused on execution, measure what matters, and remember your reason for being,” she advises, emphasizing the importance of people and networking in the current landscape.
As they continue their journey to transform online shopping experiences, Laws of Motion stands as a beacon of innovation with an unwavering mission to minimize the e-commerce return crisis and redefine the future of retail. And as for Carly’s favorite restaurant in the city? You won’t find her there – she’s probably hosting a dinner party at her apartment and mixing up the best dirty martini in the city!