Fits Me Rebrands to Rakuten Fits Me - Rakuten Fits Me

Fits Me Rebrands to Rakuten Fits Me

News, Blog, News By Rebecca Smith, June 30, 2017

Fits Me officially rebrands as ‘Rakuten Fits Me’ to further empower the online shopper and help strengthen the Rakuten eco-system and global platform.

Since being acquired by Rakuten in 2015, Fits Me have gone from strength to strength in terms of growing their product offering and expanding into global markets. With this expansion comes a natural brand evolution and today, Fits Me are happy to announce their new logo and official rebrand to ‘Rakuten Fits Me’.

Our research over the past 8 years has taught us a lot about the modern-day consumer and the challenges they face. Shoppers struggle with inconsistent, complicated sizing and are often categorised into sizes which aren’t the perfect fit for them. We’ve also learnt that personalisation remains at the heart of the online customer experience and society is moving from a state of mass fashion to a ‘me’ fashion culture.

We have taken these learnings and used them as a foundation for our new brand as we move towards a more customer focused approach to size and fit. The emphasis on ‘me’ reflects our belief that customers should feel empowered and that every unique body shape deserves to be celebrated.


Old Logo:



New logo:

The implementation is also part of a wider global platform integration of all Rakuten subsidiary’s whom will join Fits Me in evolving their brand and increasing the global awareness of Rakuten.

Vicky Zadeh, Rakuten Fits Me CEO states,

“At Fits Me we have always put customers at the forefront and centre of everything we do, and we feel our new brand reflects this. We love being a part of the Rakuten Network and feel our new name not only focuses more on what we believe is most important to retailers and consumers, but aligns us closer to the global Rakuten platform. Today marks a milestone for the company and we are very excited for what the future has in store.”

With this change comes a new brand logo, reinforced messaging and a vision for the future which focuses on online personalisation, empowering the everyday shopper and supporting Rakuten in building an eco-system of diversified services to consumers to discover new experiences.

Author: Rebecca Smith

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