A website that allows women to shop by shape not size

Online shopping brings a lot of convenience and is highly beneficial in helping one to shop without stepping out. But there is a deluge of problem that they carry with them, which can certainly not be ignored. The primary challenge is of course, trials. One can never try outfits when they shop online. They just have to buy apparel as per their sizes.

A new startup called Fovo from shapewear line dMondaine’s founder Kiana Anvaripour wants to change this conventional way of approaching online shopping. Its recently launched e-commerce website lets customers shop by body shape instead of just size.

Anvaripour has extensive experience in the fashion industry, having worked with designers, including Roland Mouret and PREEN, before moving

into senior positions with luxury lingerie brands like Madame V and Letters of Marque. She then launched her own shapewear lingerie, dMondaine, in 2011, which is sold at places like Neiman Marcus, Barneys, Selfridges, Harvey Nichols, and NET-A-PORTER. She definietly understands women bodies better and with close attention too. On Fovo.com, the goal is to offer a personalized shopping experience for each customer.

That begins with having women answer five short questions about their body shape and style. Fovo asks you which parts you want to accentuate. Combined with an understanding about your taste in clothing, the site then offers you a feed of unique suggestions.

As women shop the site, they can add items from different stores to a universal cart, then checkout directly on Fovo.com, which simplifies the experience

The site was launched into beta in April and then made its official public debut earlier this month. But the unique portal is already seeing more customers than expected, and users are spending over an hour and 10 minutes on the site.

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