New York-based Laws of Motion, a women’s fashion retailer using AI to create precise sizes, has raised $5 million in seed funding from Corazon Capital, Sequoia Capital’s The Scout Program, California’s Leadout Capital and angel investors.
Individual investors included entrepreneurs in the consumer tech and fashion industry, including Raine Group’s Eva Jeanbart-Lorenzotti and John Howard, co-managing partner of Irving Place Capital and a board member of Good American, Skims, and Frame. So far, the direct-to-consumer startup has raised $6.5 million.
“Our AI sizing technology was built in an apparel brand, for apparel brands, and we’re excited to now offer our solution to other brands that want to give their customers a better experience,” said Laws of Motion founder and CEO Carly Bigi, a former Deloitte executive and adjunct faculty at Columbia Business School.
Licensing Business
Founded in 2019 as a DTC platform, Laws of Motion has developed AI tools that use a one-minute scan of a person or a simple “Fit Quiz” to identify the perfect sizes for women’s apparel. It claims its technology can offer hundreds of personalized sizes that are shape inclusive – up to 16 shapes per size.
The funding is expected to help the company add a new line of business — licensing of its AI-sizing technology to other retailers via a SaaS platform — and support expansion into new markets. The SaaS offering will also provide brands with real-time access to dashboards measuring conversion rate, size sampling, and return rate.
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Cutting Return Rates
“We’ve seen interest from high-growth startups to some of the largest brands in the world, and we’re excited about the impact we will have on the industry and for customers around the world as we continue to scale,” said Bigi. Fashion brands reportedly lose over $1 trillion annually because of a high rate of returns caused by imprecise sizing. Laws of Motion claims its technology cuts return rates to a mere 1%.
“We’ve long searched for a fit technology that actually worked and resulted in lower returns. What Carly and her team have built works and their pay-for-performance model proves it,” said Sam Yagan, co-founder and managing director of Corazon Capital.
Going forwards, Laws of Motion will continue to invest in its DTC fashion brand as an R&D incubator. Earlier this year, it launched its “everything but the dress” bridal collection, and plans more that are shape and size inclusive, and other areas.
