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eCommerce - Monday, July 16, 2007

MyShape Wants Lazy Yuppie Ladies To Mouse On Over

When we last checked on on MyShape, we didn't grasp the marketing pitch. We had thought it was another fashion eCommerce site. Nice business to be in but not terribly ambitious. On 2nd check, it strikes us that the company is looking to do something difficult. In the early days of eCommerce it was assumed that apparel was not a good fit. People wanted to make sure that clothes looked good on their body. Over time enough people got on the Internet so that if only a small fraction of the crowd bought clothes online that is a big business.

MyShape wants to take it to the next level where shoppers start to think that the can actually know what looks better on them online than they would actually discover going to the mall and trying on clothes. Their spin is that after you enter the your body measurements, MyShape will find the clothes that will look the best on you. We think there are years of evangelizing required before MyShape has a chance of succeeding but it it can win over some hearts and minds it will become a super mall.

Today MyShape raised some more funding and added several new board members.Draper Fisher Jurvetson led the series B round where the amount was undisclosed. Former Macy's West CEO Phil Schlein joined the board as did Peter Whitford, former President of The Disney Store.

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