Fitcode is changing the focus from size to fit to help women of all shapes and sizes find denim they love.  The company’s aim is to help consumers with their denim purchases, while reducing returns for brands by teaching shoppers how to make denim selections based on fit rather than size.

As an Advisory Board Member and Strategic Consultant, Loretta works with the CEO/Founder to hone the brand message , leverage differentiators, and develop the business dashboard and insights.  Loretta works with the CEO to maximize brand partnerships, and create strategic alliances at retail.   Loretta provides experience, insight and direction to help Fitcode navigate the changing retail environment, and solve a long standing issue for denim consumers.


Loretta Soffe - Principal