True Fit Dives Into Bra Fitting
True Fit, thy cup runneth over. The tech provider for the apparel and footwear industry went from digital fitting to personalization and customer data analysis. Now it’s taking on one of the most challenging areas of remote fitting: bra sizing for online shoppers. The feature, which is rolling out through the company’s True Confidence fit and style recommendation engine, is not the company’s first foray into intimates. Last September, True Fit partnered with plus-size women’s apparel brand Lane Bryant for its Cacique Bra Finder. “It was a custom-built solution that’s live on their site today, and then we took some of the learning we got from that and leveraged it to make fit recommendations available through our [True] Confidence product to any retailer who is using Confidence today for clothing and footwear,” Amory Wakefield, True Fit’s director of product, told WWD. “They can now expand that into women’s intimates, including two dimensional.” This “2-D” term has nothing to do with tech lingo, as in 2-D or 3-D imagery. “I think we chose that because walking around, talking about band and cup sizes, was a little uncomfortable for some of our sales folks,” Wakefield explained, laughing. But it’s a necessary conversation in the world ofFollow WWD on Twitter or become a fan on Facebook.
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