Rackspace Startup Program Spotlight On Fashion Metric: Predictive Analytics For Apparel Retailers

Fashion Metric is a big data SaaS solution that empowers apparel retailers and brands to gather intelligence about their customers and personalize the online apparel shopping experience. By deploying a comprehensive technology to calculate a customer’s full set of body measurements in seconds, FM customers get measured for custom clothing or select the best ready-to-wear size.

“We’re a husband-wife startup team,” explains Morgan Linton, Founder and CTO of Fashion Metric. “So Daina’s background’s in mathematical modeling and algorithm design. And she can literally like, create an algorithm from nothing based on all sorts of really interesting data. And I’m full stack developer, but also sales guy. So it’s like, we knew we had this great combination of skills and we liked working together.”

The problem that Fashion Metric is trying to solve is the idea of standard sizing – fitting people into small, medium, large, extra-large clothing sizes. For 75 percent of the global population, those sizes don’t really apply.

“I’ve always had this issue that I think a lot of people have, which is that I’d like to wear cool outfits,” continues Linton. “I’m not the guy that on a Saturday you’re going to see in a Nordstrom, that’s just not me. And I think that that’s most people. Most people want to look good, but they don’t want to go through that process of shopping. And that, for me, was a big passion behind Fashion Metric.

The Lintons migrated from Los Angeles to Austin and brought Fashion Metric to startup accelerator TechStars Austin. There they continued to develop the concept, under the guidance of Managing Director Jason Seats, who introduced them to the Rackspace Startup Program.

“Rackspace has been such a good solution for us,” Linton says. “We run two different dev environments, both with different needs and both with different things that need to be tweaked and perfected. Lots of room for architecture improvement, I think, whenever you’re doing this stuff. And that’s what’s been great with us and Rackspace is that we’ve been able to not just do that, but like, talk to somebody on the phone and get advice about how to do that the right way.”

With Rackspace, the Lintons and Fashion Metric don’t have to worry about their infrastructure. They can focus their attention on building their business.

“Being a startup, you wear many hats, but if you find that every day you’re only spending half an hour on everything, then everything’s going to be done at medium-quality level. And that’s why you have to partner with people that have an expertise and passion. In the case of Rackspace, they were the partner that was able to take over my infrastructure concerns and sys admin duties.”

John McKenna loves startups and was a Space Cowboy with the Rackspace Startup Program. He also crafted customer stories and produced really cool videos for the Customer Reference Program. John enjoys telling stories through his writings…and loves the beach, the ranch, his dog Blue and most of all his three beautiful daughters.


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