After completing a profile at myShape.com each member is instantly treated to a free Personal Shop, which is much like having her own personal boutique with outfits styled to match her fashion and figure profile "where the only clothes hanging" are styles that fit and flatter her.
myShape has seen a dramatic growth five times over in membership in the past year, achieving a base of over 500,000 members. To fill the demand, Tobia will be leading an expanded team of merchants to add new ready-to-wear brands in Designer, Contemporary, Better and Upper Moderate -- focusing on delivering strong value and a wide range of fashion choices and price points.
Tobia will also be driving the expansion into new merchandise categories targeting a broader range of designers and brands in the Active Wear, Outerwear, Intimate Apparel and Accessory categories. Tobia is responsible for all manufacturer and wholesale partnerships.
While at myShape, Tobia spearheaded the "All Shapes" initiative, ensuring that products for women of all shapes and sizes are available for each myShape Personal Shop. "Our team of highly experienced merchants has been building an assortment of products that satisfies women of all shapes and sizes, reaching across our broad demographic of shapes and fashion profiles," says Tobia.
"myShape, through its Personal Shop network is able to understand and tailor the fashion choices for each member and match her to the styles that fit and flatter within the fashion brands and looks she loves. myShape offers tremendous online conversion for the industry while supporting designers in reaching their customers directly."
Tobia joined myShape with over 25 years of experience as a Senior Merchant. Formerly with Robinsons-May/Meier & Frank, she served as VP - Divisional Merchandise Manager for Juniors, Girls 7-16, Misses Dresses, Costume/Bridge Jewelry and Watches. Tobia was responsible for developing and building a top "merchandise team" with a successful track record of sales growth, while building credibility within the vendor community and securing exclusive product.
She established "The Spot" at Robinsons-May as a Cool Junior destination for the hottest trend merchandise presented in a lifestyle flow, innovating beyond the traditional department model. This focused strategy enabled Robinsons-May to be highly competitive within the fast-paced Junior specialty store arena.
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