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Habs history, reader stories and more. Delivered to your inbox every Monday. Manage Print Subscription. During a webinar last week, sponsored by Fit:Match, Kim Apodaca, executive stylist; Desiree Atalia, celebrity stylist and designer; Demina Becker, senior sales executive at Fit:Match, and Hillary Littleton, senior growth marketing manager at Fit:Match, discussed why fit is so critical in styling clients as well as for all consumers.

The session included an overview of the Fit:Match sizing technology and how it can address the customer pain points around fit. For brands and stylists, the technology is easily integrated into existing platforms, and drives higher conversion rates and higher average order volume while increasing repeat purchases and reducing returns.

But why should fit be a priority over style? So, for me, fit is everything. The panelists described Fit:Match as revolutionary in its approach to reducing fit risk and addressing other consumer sizing issues. In regard to sizing, Atalia and Apodaca said brands can do a better job of marketing fashion apparel.

Some will. But there will be a lot of broken hearts. This doesn't mean that Elman is pessimistic about the immediate future. The companies he is currently steering, as senior funding source, are all focused on a combination of communications and social media. One of those is Medium, the online blogging platform that is attracting a lot of attention for its mix of journalists, writers and celebrities that use it to publish articles outside their day-to-day beats.

Another is Nextdoor, a social network designed to be restricted to individual local neighbourhoods. And he is also heavily involved in Path, Jelly and the celebrity media platform WhoSay. All of these firms are in sectors that are arguably oversubscribed with startups claiming the keys to the next big thing.

But Elman has an ability to differentiate winners from also-rans. After that, their user numbers fall off quickly. What we look for is companies with services that more and more people choose to use every day themselves.

That's a hard thing to achieve. If there was one company he wished he had founded or invested in at an early stage, what would it be? I think it's underestimated because it gives profound insights into the way that people want to connect now. But Snapchat is giving people a chance to connect without their mom seeing everything. It's real and intimate. I don't think that the secret is privacy or security.

Especially when you consider that people haven't stopped sharing things since privacy became a big concern after the whole Snowden thing. I think that what consumers are really interested in is low friction and low barriers. And if there's a fear that my photos or messages or status updates will be there for ever, then maybe I won't send any.

But if I'm not worried about it, like Snapchat, there's no friction. What about barriers for venture capital firms?