Edouard Le Gall

Supercut is an inclusive ready-to-wear brand that simplifies life by rethinking the sizing system.

Starting a few years ago, a revolution is taking place in the fashion market with the emergence of newcomers (like the DNVB Asphalte) that generalized the 100% online pre-sell business model :

⁃ For the customer : a high quality-price ratio

⁃ For the brand : no stocks, no treasury issues.

This business model knows an exponential growth on the men’s market because, in order to avoid the inconvenience of the shopping excursions, men can wait several months before receiving their orders. Moreover, it appears that men stick to a brand or a model when they are satisfied with it. Then, the acquisition cost of a customer decreases over time. The only issue for Asphalte-like DNVBs : the return rate, which is around 30% (officially). Thus, we dug through the morphologic data of thousands of French men in order to design the perfect experience : a sizing matrix that perfectly dresses 93% of the men population, an online shopping eased through a simple size recommandation module and 3 months later the pants are shipped and fit perfectly. Supercut is one of the most successful projects on Ulule in men’s fashion category.

We have delivered 615 pants with a return rate of 11% (3 times less than the market).

Communication issues due to plan modifications are common on construction worksites : an error in the size of a pillar impacts profitability, generates delays but is also stressful for the site supervisor and impacts the jackhammer operators' health. Through user research on the field, I discovered that these issues were due to a delay between the time a modification is informally decided (phone, meeting, WhatsApp) and the time it is formalized through a new revision of the plan.

Also, the issue is not due to a lack of communication between the actors on site but to an excessive rigidity of the formal digital tools. After more than twenty prototypes of all kinds, I designed the mock- up of an application that combine formal and informal in order to capture all the information at the same place : a plan base where all the actors of the construction project can create a dot on a plan where a modification is discussed. Each dot corresponds to a WhatsApp-like informal discussion. This is the reason why we called this digital solution : Whatsapplan.