Startup clothing brands face many challenges.  Manufacturers require brands to order a minimum number of units, which is expensive and typically more than a startup brand will actually sell, leaving them sitting on excess inventory. New brands also lack exposure – their main source of promoting their product tends to be either social media advertising or word of mouth.

Fitty addresses both of these challenges by providing a mechanism to receive customer validation prior to manufacturing a design, allowing them to make educated decisions and thereby increasing their chances of survival and growth. Brands can post their designs before production, launch polls, receive likes and comments, and interact with prospective customers. Consumers are incentivized to provide feedback by earning credits, which they can use to purchase ready-to-wear apparel from the brands on Fitty at a discount.