Perhaps the biggest problem in the e-commerce industry is the number of products returned. To be exact 30% of all purchases were returned. We dug deeper and found that the overwhelming majority of these returns were because they “looked different” from what they saw online. Because the leading cause for product returns in the e-commerce industry is the specific design and marketing of clothes and accessories are typically tailored to slim body “model” types. This results with a lot of frustration from plus-size customers who realize too late the items they bought online are not actually designed for them, rather produced as scaled-up, double-sized versions of clothing produced for slimmer body shapes.

WAAM aims to solve this problem through our revolutionary application with a customizable feed which allows users to view and follow real, everyday models with varying styles, body types, and shapes making it easier for shoppers to actually relate. Each article of clothing and accessory modeled in the wardrobe posts will have an auto-tag with a link to the retailer/brand website where you can buy what you see. This makes finding specific clothing items that fit your body and style easier than ever. ​It will also enable users to more accurately estimate how merchandise might look on their physiques, providing a more true-to-life sizing method resulting in the reduction of product returns. While simultaneously opening a new gateway for fashion retailers to reach a larger market through online sales.