Finding the Perfect Fit - Online Shopping Gets Personal

In the fast-paced world of fashion and shopping, jumping online to find the latest products or browse the latest collection has become a popular online activity. As personal shopping goes virtual, more retailers are looking for innovative ways to help shoppers find exactly the right product - but what about finding the right fit?

Shopping sites such as ThisNext, Kaboodle and StyleHive have already developed rapidly-growing communities of shopping enthusiasts who share their likes, dislikes and discoveries on their latest shopping excursions. Some offer virtual wardrobes to share with friends and associates, while others encourage blog-style banter and comments on the latest products.

Still, there's a missing element when it comes to actually buying a product; when purchasing that perfect sweater or snagging the latest deal on heels from the virtual world, many shoppers are disappointed when the clothes or shoes don't fit their proportions in the real world.

The Next Wave of Online Shopping
Since online shopping doesn't involve the touch, feel and sounds of the real-world shopping experience, companies are working feverishly to create a unique online experience instead. 2007 and 2008 saw the emergence of simulation window shopping simulation (Kinset.com), virtual models so that shoppers can 'try on' clothes online (H&M), and blogs that match exact outfits from television and movies with items available in stores (ISawItIn.com).

Still, the only way to find out if clothes and shoes truly fit is to make the purchase - and then take advantage of the store's return and exchange policies if necessary.

The Perfect Fit Becomes a Reality
The future of online and catalog shopping may make the shopping and selection process much, much easier. Shoppers will be able to create personal data profiles that include their exact measurements - height, waist, bust, hips and shoe size - in addition to their brand preferences, general tastes, likes and dislikes. Retailers and designers can provide matching services where shoppers upload their information for an exact match; fallen in love with that J. Crew trench coat? Do a profile match to make sure you get the right size for your petite figure. Can't wait to get your hands on those Blahnik sandals? Make sure your shoe size and height are the best match for that style.

As internet technologies become more data-driven, matching your measurements exactly to clothing and shoes means you'll soon be able to find the ideal fit.

Customizing the shopping experience is a top trend in the e-tailing world as more companies try to make shopping personal again. The future of online shopping will slowly turn to profile matching, especially as retailers combine social networking technologies and inventory data to match shoppers with exactly the right style, cut and fit for their body shape and size. When retailers and designers provide the measurements of each piece and match it up with a shopper's profile, finding the perfect fit will become a reality.

The future of online shopping is a complete, customized and truly personal shopping experience - no personal shopper necessary.