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Phoebe Gormley

Co-Founder of Fit Collective - Forbes30U30, Award Winning Entrepreneur

Phoebe Gormley is the CEO and Co-Founder of Fit Collective, a company pioneering fit optimization solutions in the fashion industry using generative AI and machine learning.1 She is an award-winning entrepreneur with a remarkable background in the fashion industry, particularly in tailoring and fit optimization.

Career Highlights

Savile Row Pioneer:: At the age of 20, Gormley made history by establishing the first womenswear tailors on Savile Row, a street renowned for its traditional men's tailoring.13 This groundbreaking achievement earned her recognition in Apple campaigns for changemakers.1

Extensive Fitting Experience:: During her time on Savile Row, Gormley accumulated over 10,000 hours of fittings with real women, gaining invaluable insights into fit and tailoring.12

Innovation in Remote Fitting:: Gormley has won patents for innovative remote-fitting tools, demonstrating her commitment to advancing the field of tailoring and fit optimization.1

Education and Expertise

Gormley holds a Master's degree in Consumer Behaviour, which complements her practical experience in the fashion industry.1 Her academic background, combined with her hands-on experience, provides her with a unique perspective on the intersection of fashion, technology, and consumer needs.

Fit Collective

At Fit Collective, Gormley and her co-founder, Romain Eude, are addressing the trillion-dollar industry issue of poor fit in fashion.1 Their approach focuses on tackling fit problems at the pre-production stage, aiming to improve sales, reduce returns, enhance customer satisfaction, and minimize waste.1

Gormley's extensive experience in tailoring and fitting, combined with Eude's technical expertise, positions Fit Collective as a unique player in the fashion technology space.14

Highlights

Aug 21 · linkedin

This week in 2011, I was 17 and climbing Everest Base Camp, raising money to build a school for kids in Nepal. I had never been a sporty kid at school, and people were surprised I was doing the hike but I wanted to give it my best shot.

Turned out that not being super fit helps you withstand extreme altitude sickness, Lucy Childs and I were the only women who made the summit.

Sometimes what you think might hold you back, can be your secret weapon. Plus, there's nothing I love more than being underestimated + surprising people!

If you've ever wanted to go - happy to share my tips, send me a DM

Jun 5 · linkedin

😭 ⛽🤢 👀 ♻ Did you know the fashion industry emits the same amount of Greenhouse Gases as the UK, France and Germany combined? McKinsey 🏭 🛢 🚨 ⏳ 🌪

At Global Fashion Agenda last week, I saw that fashion has to date equated sustainability = alternative materials. But it's not working - the industry is reluctant to spend more on materials, the closure of the leading fabric innovators, Renewcell, due to lack of industry demand is the prime example. Brands spend more $$$ on advertising campaigns for the few 'sustainable' products it's making, than they actually spend on the innovative material.

To us at Fit Collective, no product with only sustainable materials is sustainable.

If you make 1,000 units and most of them are returned (industry average is 40-50% in womenswear), and for some brands, most of those go to landfill - material becomes irrelevant - it's not sustainable.

  • The leading cause of returns is fit (70%).
  • The leading cause of lost sales is fit.
  • Fit is the leading reason consumers dispose of clothing (The Times).
  • Fit is the cheapest customer retention tool (consumers are 3x more likely to buy a product again if they love the fit & price becomes elastic).

Fixing fit boosts profits and customer success, prevents returns and waste. Every stakeholder benefits.

#SustainableFashion #ConsumerBehaviour #DecarboniseFashion #ClimateChange

Related Questions

What inspired Phoebe Gormley to start the first womenswear tailors in Savile Row?
How did Phoebe Gormley's work at Savile Row influence her role at Fit Collective?
What are some of the innovative remote-fitting tools Phoebe Gormley has patented?
How does Fit Collective's approach to fit optimization differ from other companies?
What awards has Phoebe Gormley won for her entrepreneurial ventures?
Phoebe Gormley
Phoebe Gormley, photo 1
Phoebe Gormley, photo 2
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Location

United Kingdom