{"id":32569,"date":"2018-11-13T15:01:17","date_gmt":"2018-11-13T20:01:17","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/maison-me-chine-machine-learning-at-a-made-to-order-brand\/"},"modified":"2018-11-13T15:09:57","modified_gmt":"2018-11-13T20:09:57","slug":"maison-me-chine","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/maison-me-chine\/","title":{"rendered":"Maison Me-chine"},"content":{"rendered":"

Machine learning has become Maison Me\u2019s key differentiator in the crowded e-commerce space. <\/strong><\/h3>\n

Epytom Inc., creator of the Maison Me platform, saw unmet needs in the online clothing marketplace. Founder Anastasia Sartan explains, \u201cWe realized that every single woman, when she shops for clothes, has to compromise on something. It may be the fit, or that the\u00a0 price is too high or the piece has a weird ruffle.\u201d1<\/sup> To overcome this, Maison Me tries to understand the customer\u2019s style preferences through a series of comprehensive questions. Then, the platform uses an algorithm to sort through this data to arrive at the perfect dress for the customer. Despite using artificial intelligence to optimize clothing design, Maison Me recognizes the importance of human intervention at key points in the process. For example, a human creates an original sketch that is made available to the customer for $15.<\/p>\n

Not only do these made-to-order creations appeal to the customer\u2019s unique desires, they also are custom tailored to fit the customer\u2019s figure. Women have trouble finding clothing that is \u201c100 percent right\u2026Sizing is so inconsistent, it doesn\u2019t mean anything anymore.\u201d2<\/sup> Again, humans re-enter the process with a professional tailor taking all measurements thereby eliminating the guesswork and ensuring proper fit.<\/p>\n

Maison Me also solves for the sustainability problem in fashion. A recent study indicated that \u201cthe current approaches to sustainability are limited and fail to address more fundamental challenges linked to the dominant business models and consumption behaviors.\u201d3<\/sup> The result is massive overproduction and subsequent disposal as brands try to maintain their cachet.4<\/sup> Shirking industry standards, Maison Me has adopted a just-in-time approach where production is triggered by an order. By working with a supplier that specializes in small-batch sustainable apparel, Maison Me is able to reduce waste and keep prices competitive between $100 to $200 for a dress.<\/p>\n

Before March 2018, Epytom was operating as an AI personal stylist chat box with 300,000 users.5<\/sup> Once Sartan proved the technology was viable, the company began raising funds for the Maison Me platform. Securing $1 million from the Founders Fund, Gargarin Capital and Google Assistant Investment Program in September, Epytom will focus on optimizing the platform described above and building for new platforms, such as Google Home.6<\/sup> In early November, Maison Me will launch its first Google app and then will look to integrate into Google\u2019s products.\u00a0As Ilya Gelfenbeyn, head of the Google Assistant Investment Program, explains the partnership with Maison Me will \u201cmake it possible to build services and recommendations in such a visual industry like fashion.\u201d7<\/sup> Gelfenbeyn goes on to say \u201cWe believe that personalized what-to-wear recommendations can really simplify the morning routines for people. A lot of people start their day by asking their Google Home speakers for a weather forecast, and are looking for some help before they pick out their outfits.\u201d8<\/sup><\/p>\n

In the medium-term, Maison Me hopes to successfully increase order volume in order to realize economies of scale. Sartan assets, \u201cOnce we get the volume of the orders, we\u2019ll target the mass market segment to be competitive with Zara\u2026.we\u2019ll be as big as Stitch Fix.\u201d9<\/sup><\/p>\n

Sartan believes that \u201cGoogle is definitely going to be a big part of Maison Me\u2019s growth.\u201d10<\/sup> That being said, Epytom should start preparing for the next generation of Google Home, as well as competitor technologies. While Google Home does not have a visual display, many reports speculate that one is likely in development.11<\/sup> In order to stay ahead of the curve, Maison Me should consider how to translate its interface into screened devices, whether they belong to Google, Amazon in the form of Echo or smart mirrors.<\/p>\n

In the future, Epytom should ensure its current supply chain is scalable. Maison Me\u2019s lead time is currently fifteen days driven by a kinetic operating system that allows the company to make sewing pattern in five seconds.12<\/sup> While this is impressive, it will not be fast enough to compete with Zara, which is able to go \u201cfrom floor to store in seven days.\u201d13<\/sup>\u00a0Epytom should start making investments in its small-batch Arizona facility to ensure it can ramp up production with larger volumes. Epytom should also consider whether the Arizona facility is replicable and, if so, where should the next facility be located.<\/p>\n

There are several questions to consider as Maison Me disrupts the current online marketplace.<\/strong><\/h3>\n

How will Maison Me position itself against Amazon\u2019s Echo Look device and future competitor products that help users decide what to wear each day?<\/p>\n

Should Maison Me successfully expand into the mass market, will it be able to maintain its couture positioning?<\/p>\n

(762 words)<\/p>\n

Endnotes:<\/h3>\n

1<\/sup> Sharon Edelson, \u201cMaison Me to Scale AI-Designed Made-to-Order Brand,\u201d WWD, September 14, 2018, https:\/\/wwd.com\/business-news\/technology\/maison-me-to-scale-ai-designed-made-to-order-brand-1202814267\/, accessed November 2018.<\/p>\n

2<\/sup> Ibid.<\/p>\n

3<\/sup> Esben Rahbek Gjerdrum Pedersen and Kirsti Reitan Andersen, \u201cSustainability innovators and anchor draggers: a global expert study on sustainable fashion,\u201d Journal of Fashion Marketing & Management Vol. 19, Issue 3 (2015): 315-327.<\/p>\n

4<\/sup> Ingrid Lunden, \u201cMaison Me nabs $1M from Google\u2019s Assistant fund and more for made-to-order clothes,\u201d Tech Crunch, September 13, 2018, https:\/\/techcrunch.com\/2018\/09\/18\/maison-me-nabs-1m-from-googles-assistant-fund-and-more-for-made-to-order-clothes\/, accessed November 2018.<\/p>\n

5<\/sup> Sharon Edelson, \u201cMaison Me to Scale AI-Designed Made-to-Order Brand,\u201d WWD, September 14, 2018, https:\/\/wwd.com\/business-news\/technology\/maison-me-to-scale-ai-designed-made-to-order-brand-1202814267\/, accessed November 2018.<\/p>\n

6<\/sup> Ingrid Lunden, \u201cMaison Me nabs $1M from Google\u2019s Assistant fund and more for made-to-order clothes,\u201d Tech Crunch, September 13, 2018, https:\/\/techcrunch.com\/2018\/09\/18\/maison-me-nabs-1m-from-googles-assistant-fund-and-more-for-made-to-order-clothes\/, accessed November 2018.<\/p>\n

7\u00a0<\/sup>Sharon Edelson, \u201cMaison Me to Scale AI-Designed Made-to-Order Brand,\u201d WWD, September 14, 2018, https:\/\/wwd.com\/business-news\/technology\/maison-me-to-scale-ai-designed-made-to-order-brand-1202814267\/, accessed November 2018.<\/p>\n

8\u00a0<\/sup>Clayton Moore, \u201cWho needs Stitch Fix? Maison Me uses A.I. to custom design clothing just for you,\u201d Digital Trends, September 18, 2018, https:\/\/www.digitaltrends.com\/home\/maison-me-custom-clothes\/, accessed November 2018.<\/p>\n

9\u00a0<\/sup>Sharon Edelson, \u201cMaison Me to Scale AI-Designed Made-to-Order Brand,\u201d WWD, September 14, 2018, https:\/\/wwd.com\/business-news\/technology\/maison-me-to-scale-ai-designed-made-to-order-brand-1202814267\/, accessed November 2018.<\/p>\n

10<\/sup> Ibid.<\/p>\n

11<\/sup> Ingrid Lunden, \u201cMaison Me nabs $1M from Google\u2019s Assistant fund and more for made-to-order clothes,\u201d Tech Crunch, September 13, 2018, https:\/\/techcrunch.com\/2018\/09\/18\/maison-me-nabs-1m-from-googles-assistant-fund-and-more-for-made-to-order-clothes\/, accessed November 2018.<\/p>\n

12<\/sup> Sharon Edelson, \u201cMaison Me to Scale AI-Designed Made-to-Order Brand,\u201d WWD, September 14, 2018, https:\/\/wwd.com\/business-news\/technology\/maison-me-to-scale-ai-designed-made-to-order-brand-1202814267\/, accessed November 2018.<\/p>\n

13<\/sup> Dave Manning, \u201cFast fashion,\u201d Logistics & Transport Focus Vol. 20, Issue 4 (April 2018): 22.<\/p>\n

Photo courtesy of Digital Trends<\/p>\n","protected":false},"excerpt":{"rendered":"

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