Wacoal launches AI bra fitting app
Japanese intimates brand Wacoal announced the release of mybraFit on Tuesday, an app which employs AI technology to calculate users’ bra sizes and suggest products that suit their needs.
Users of the app take a hands-free body image and answer four questions concerning their body and breast shape. They then receive an email containing information about their bra size and recommendations of Wacoal products from a wardrobe of more than 60 bra styles. Customers can select and shop these suggestions seamlessly.
Users’ information is stored in their profiles and can be used when making future purchases, both online and in store. According to Wacoal, only size information and product recommendations are stored in the app. Virtual imaging is secure and does not save users’ photos.
“The hard truth is that the intimate apparel business relies on antiquated practices that have not changed in decades. […] The mybraFit app brings ease to the fit experience, delivering a tailored size assessment within a matter of minutes,” said Miryha Fantegrossi, VP of merchandising and design at Wacoal America, in a release.
“The mybraFit app is a transformative solution, and by using our vast knowledge of fit and style expertise, we’ve created a personalized, time-efficient, and foolproof sizing tool for everyone,” added Fantegrossi.
Developed in collaboration with contactless digital body measurement solution specialist Sizer Technologies, mybraFit is part of Wacoal’s ongoing strategy to use tech to bring its in-person bra fitting expertise to the online shopping experience.
“In recent years, we have noticed a behavioral shift – consumers becoming increasingly reliant on digital options. With that in mind, it’s important to continue to find ways to innovate and create a seamless experience for consumers,” explained Wacoal America president and CEO Mitchell Kauffman. “The launch of the mybraFit app is a key part of that step forward.”
In addition to mybraFit, Wacoal also announced that it has launched additional sizing tools and fit guides on its website.
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