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Men's Clothing Store Brings RFID Intelligence to Fitting Room

UNTUCKit is piloting RFID technology to track the movements of its "try-on" shirts into dressing rooms, and is comparing that information to sales and traffic data in order to understand which shirts draw customers' interest, how well they fit and, ultimately, whether that leads to sales.
By Claire Swedberg
Jan 26, 2018

Casual men's apparel brand UNTUCKit is piloting an RFID-based solution at its store on New York City's Fifth Avenue that tracks when sample shirts are tried on. The system also monitors when the sizing fits and how that compares against purchase information.

The system, known as the VISION retail platform, consists of RFID tags, readers and software provided by SATO Global Solutions, a subsidiary of SATO Holdings, as well as overhead traffic counters from RetailNext, paired with UNTUCKit's point-of-sale (POS) software. The pilot, which launched this week, may lead to a full deployment of RFID technology across all of the company's 25 stores and the additional 20 locations slated for 2018 in the United States, as well as in Toronto and London.

SATO Global Solutions' Keith Sherry
UNTUCKit launched in 2011 as a solution for fashion-conscious men who enjoy the comfort of keeping their shirts untucked. Although men have been moving away from tucking in their button-down shirts, the company explains, the shirts they had to work with were not made for that style trend. Aaron Sanandres, UNTUCKit's CEO, and Chris Riccobono, the company's co-founder and executive chairman, opened a business offering 15 styles of tailored shirts to be sold online. Each is designed with a contoured hemline and a tailored fit so it can be worn untucked, with a polished look.

The company served as a rallying cry, Sanandres says, for men who struggled with finding a clean, polished-looking, untucked shirt. By 2015, the business had grown enough that the founders began looking into launching brick-and-mortar stores. The firm also expanded to providing other products, such as polos and T-shirts, and by last year it was offering shirts for women as well.

The physical stores offer several benefits, Sanandres says. For one thing, many first-time buyers wanted to see and feel the fabric and try on the shirts before making a purchase. What's more, there was an added level of trust for online shoppers if they knew there were physical stores where they could view, try on or return products. But the company wanted to leverage technology to ensure that the physical stores could provide the same kind of analytics regarding shopper behavior—including products that were of interest, compared against those purchased—that online shopping could.

The Fifth Avenue location, UNTUCKit's fourth New York City-based store, will serve as its flagship site. With that in mind, Sanandres says, the company wanted to trial RFID and sensor technologies that would offer analytics data and, ultimately, a better shopping experience.

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