Surprising Women's Jeans Trends Revealed as Zafu.com Quickly Passes One Million Users

Market Wire, April, 2007

Less than a year since its launch, Zafu is changing the way women's jeans are purchased as more than 1,000,000 women have used this online service to discover the perfect fit for their body -- all without taking a single measurement.

Zafu was developed by women for women and at launch, Blair Newel, former Gap Inc. / Old Navy fit expert, promised to help find perfect fitting jeans. Women answer a few simple questions about their fit, size and style preferences, and receive personalized recommendations for the best fitting jeans available. Today, as over one million women can attest, Zafu cements its leadership role as the fit specialists. With a 94% accuracy rate, Zafu matches jeans to women from an ever-growing assortment of hundreds of styles from over 95 of the top denim and apparel brands. Named to Time magazine's 'Top Ten Web Sites of 2006,' Zafu has also received accolades from InStyle, The New York Times, WWD and hundreds of fashion blogs, solidifying its presence as an unmatched expert in fit.

"When we launched we were met with skepticism because our solution seemed too good to be true. Since then, we have received rave reviews from women who are finding their perfect jeans," said Newel.

After nine months of operation and one millions users, Zafu provides new insight into the world of women's jeans. Results reveal specific trends in what women want and purchase when it comes to jeans*.

The Top Ten most viewed jeans on Zafu.com are, in order:

1. Baby Phat - Hipster Jean

2. Old Navy - Women’s Curvy Boot Cut Jean

3. Polo Ralph Lauren - Stretch Kelly Jean

4. Banana Republic - Contour Classic Boot Cut

5. Victoria Secret - Easy Jean

6. Eddie Bauer - Shaped Fit Boot Cut

7. Newport News - Stretch Low Rise

8. Miss Sixty - Extra Low Ty

9. Gap - Boot Cut Curvy

10. American Rag - Rachel Jean

The top selling jeans:

1. Lucky Brand - Classic Bootleg Jean

2. Lands’ End - Curvy Stretch Boot Cut

3. Levi’s jeans - 512

4. BKE - Star Jean

5. Baby Phat - Signature Jean

The top leg styles:

61% - Boot Cut

20 % - Flare

11% - Straight

6 % - Narrow

2% - Wide Leg

Women have found Zafu so valuable that they asked for more. In June, Zafu will expand their offering to cover plus-sizes (to size 28). In the summer, Zafu will do for bras what they have already done for jeans.

*Based on over 1 million users' search results on Zafu.com

ABOUT ZAFU

Zafu started in 2006 and is located in a converted bakery in Emeryville, California, just across the Bay from San Francisco.

Zafu has drawn on the teams' comprehensive experience in the area of fit research, algorithm development, fashion and retail marketing. Zafu has combined this knowledge with additional work measuring, assessing and photographing thousands of women trying on hundreds of pairs of jeans.

In doing so, Zafu has identified key body shapes for women and created algorithms that enable them to ask a woman a few simple questions and use her answers to search their database of hundreds of jeans to recommend those that will best fit her. At Zafu.com, there is real science behind the art of finding that perfect jean.

Zafu is privately owned and does not disclose sales projections or revenues. The Zafu site launched on August 2, 2006.

Zafu, We Match Jeans to You.

Contact: Kara Burke 415.440.4770 Email Contact Tom Suiter 415.440.1265 Email Contact