We caught up with the brilliant and insightful Deanna Meador a few weeks ago and have shared our conversation below.

Alright, Deanna thanks for taking the time to share your stories and insights with us today. We’d love to start by getting your thoughts on what you are seeing as some the biggest trends emerging in your industry

Virtual fitting technology has been rapidly evolving, and its impact on the fashion and retail landscape is remarkable.

One major trend we are witnessing is the continuous enhancement of realism in virtual fitting experiences. At Couture Technologies, we leverage cutting-edge computer vision, 3D modeling, and rendering techniques to create realistic representations of clothing items that are true to how they would look and fit in real life. This emphasis on realism allows users to have a seamless and immersive fitting experience, akin to physically trying on clothes in a brick and mortar store.

Another significant trend we have observed is the integration of virtual fitting technology with e-commerce platforms. We understand the importance of providing a comprehensive solution for our customers, and thus we have worked closely with apparel companies to integrate our virtual try on features directly into their websites. This integration enables shoppers to try on clothes virtually while browsing the company’s online store, while also empowering the company to better understand their customer’s journey and shopping experience.

Personalization and customization have also emerged as important trends broadly across many industries, but especially in the highly competitive apparel market. At Couture Technologies, we understand that each customer is unique, and we have developed features that allow users to input their body measurements or take two photos to create an accurate virtual avatar that is a clone of their body. We don’t ask customers to view clothing on a body similar to theirs or on a model. Imagine walking into a physical store and being told you couldn’t try something on your body, but instead you had to look at models and make your choice. We would never do that! So why do we ask people to do that online? Seeing a personal avatar ensures accurate representation of the fit of a garment and allows the customer to select what size to buy based on their fit preferences, thus enhancing customer satisfaction.

Lastly, social media integration has become increasingly prominent in the virtual fitting technology space. We recognize the power of social media platforms and are incorporating features that enable users to share their virtual fitting experiences with their friends and followers. This integration fosters engagement, encourages user-generated content, and creates a community where fashion enthusiasts can connect and seek opinions from their social networks.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Couture Technologies came to life thanks to a fateful meeting with my Co-Founder, Marcelino Rodríguez-Cancio. We crossed paths while working on an innovation project for a big fast fashion company. Little did we know that this collaboration would ignite the spark that led to the creation of Couture Technologies. We dove headfirst into understanding the ins and outs of the apparel industry and quickly uncovered some eye-opening challenges.

After the project ended, we couldn’t shake off the lingering obstacles we witnessed. You see, back then, most apparel brands were barely making 20% of their revenue from e-commerce. The biggest headache? Returns. Sizing and fit issues were causing an avalanche of returns, preventing these brands from expanding their online presence and reaching their full potential. Something had to change, and we were determined to be the change-makers.

In 2019, I went to Marcelino with an idea that could revolutionize online clothes shopping. We set out to build an accurate and authentic virtual fitting experience. We assembled a dream team and embarked on a mission to tackle the “holy grail” challenge: reducing returns for apparel brands. We talked to over 300 brand leaders, and their excitement fueled our fire. They were looking for a game-changing virtual fitting technology, and we were determined to deliver.

Now, picture this: You visit a brand’s website where you can almost instantly see how clothing will look and fit on your unique body. No more guessing games, no more disappointment when things don’t quite fit right. We’re not here to dictate sizes; we want to empower individuals to choose for themselves. That’s what we do.

One of our latest endeavors involves pioneering a technology that creates 3D avatars reflecting accurate body measurements. The best part—it doesn’t require users to awkwardly snap photos of themselves in tight-fitting clothing. This breakthrough will help brands and uniform companies’ customers find their perfect fit hassle-free.

Have any books or other resources had a big impact on you?

Throughout my journey, I’ve been fortunate to encounter a diverse array of people and resources that have truly shaped my personal mindset and philosophy. I hold a strong belief in the importance of constantly expanding my network and drawing knowledge and insights from a wide variety of sources. Here are a few that have left an indelible mark on my approach to management and entrepreneurial endeavors:

Book: “Lunch with Lucy” by Sherry Deustchmann – This book inspired me and made me think critically about my management style and alternative ways to approach building a team. I love Sherry’s alter ego Lucy and how she used this to engage in authentic connections with her employees that moved her business forward.

TED Talk: “How Great Leaders Inspire Action” by Simon Sinek – Sinek’s talk on the power of understanding the “why” behind our actions and communicating it effectively has resonated deeply with me. It has inspired me to focus on purpose-driven leadership and creating a strong sense of mission within our organization.

Podcast: “How I Built This” by Guy Raz – This podcast features interviews with successful entrepreneurs and explores their journey of building iconic companies. Hearing the stories of these trailblazers has provided valuable insights, lessons, and inspiration for my own entrepreneurial endeavors.

Mentorship: Personal mentorship has also played perhaps the most vital role in shaping my management and entrepreneurial style. Having experienced entrepreneurs and industry experts as mentors has provided invaluable guidance, challenged my perspectives, and helped me navigate various business challenges.

These resources have had a profound impact on my management and entrepreneurial philosophy, shaping the way I approach leadership, decision-making, and organizational growth. They have provided me with valuable insights, practical strategies, and inspiration to continuously improve and drive the success of Couture Technologies.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

As I have progressed in my career, I find myself striving for work-life integration rather than work-life balance. Entrepreneurial endeavors often require non-traditional working hours and that is a part of being a business owner that I love. Earlier in my career, I let people make me feel bad when I would answer an email late at night or take a call on the weekend, but I realized part of the beauty of being a business owner was that I could work at times that worked for me. I am a night owl and I often get my best thinking done late in the evenings after my family has gone to bed.

Over the last decade or so, the work-life balance conversation hasn’t fully resonated with me. Sometimes, I think we talk or think about this in a way that sets us up to feel unsuccessful, like we can never achieve the perfect balance. When we think about work and life as two separate things that should be placed on a scale and ‘balanced’, we set them up as disconnected from one another and potentially even as opposing forces.

It took me awhile, but for me, my work is integral to my life. I find myself in it, I feel accomplished, and it is a critical part of who I am, not something separate where I am only ‘living’ when I am not doing it. Instead, I think about whether the way I spend my hours, minutes, days on Earth fulfills me- whether I am making an impact, whether I am happy. It doesn’t mean all days are rainbows or that I don’t make mistakes and look forward to waking up to a new day but it does mean that it is okay for working to be a valuable piece of my life- to be a positive part of living. And for me not to fight against it in the name of ‘living’ or balancing.

We need to take time to rest and rejuvenate but life and work are not separate and the goal shouldn’t be to think of how to balance them but rather how to live a life that you look back on and smile.

Contact Info:

• Website: https://www.couturetechnologies.com/
• Instagram: https://www.instagram.com/couturetechnologies/?hl=en
• Facebook: https://www.facebook.com/couturetechnologies/
• Linkedin: https://www.linkedin.com/company/couture-technologies/
• Youtube: https://www.youtube.com/@couturetechnologies

Image Credits
Photos by Igor Kasyanyuk, Versed Media.