Wacoal has launched a revolutionary fit solution, the mybraFit app. The first of its kind, mybraFit is a patent-pending, AI-powered app that determines accurate bra size within minutes and delivers a personalised recommendation of Wacoal bras tailored to fit the consumer’s needs. Wacoal is a lingerie brand that women trust for fit, quality, and comfort.

With the mybraFit app, finding the perfect bra is now just a few taps away, no measuring tape, math calculations, or knowledge of your current sizing required. Users can install the mybraFit app on their mobile device, capture a completely secure image of their body hands-free and answer four questions about their body and breast shape. Within minutes they will receive an email containing their customized size and bra wardrobe recommendation from over 60 styles that Wacoal currently offers, along with the ability to click and purchase products seamlessly. This size assessment is then stored in the consumer’s profile and can be used for future purchases both online and in-store, the company said in a media statement.

Understanding breast size and shape is integral to finding the right fit. The mybraFit app uses a proprietary algorithm that takes these factors into account to accurately predict the consumer’s correct bra size and recommend the bras that will suit them best. Drawing on decades of creating perfect products that have been developed and fit on real women of all shapes, sizes, ages, and ethnicities, the mybraFit app is trained by a design expert’s eye, Wacoal said.

The mybraFit app was developed in tandem with Sizer Technologies, a leader in contactless digital body measuring solutions. Wacoal chose to collaborate with Sizer Technologies due to their unmatched sizing accuracy and convenient, user-friendly experience. This technology-forward approach is part of Wacoal’s larger investment in bringing its in-person fitting expertise to the online shopping experience. Safety and security have been prioritised at every level of development, and Wacoal has taken all necessary steps to ensure that the virtual imaging is secure. The images uploaded for each user’s fit assessment are not saved, only the size and product recommendations are, according to Wacoal.

“The hard truth is that the intimate apparel business relies on antiquated practices that have not changed in decades. For too long, the industry has relied on the consumer to provide the information needed for accurate sizing. The mybraFit app brings ease to the fit experience, delivering a tailored size assessment within a matter of minutes. The mybraFit app is a transformative solution, and by using our vast knowledge of fit and style expertise, we've created a personalised, time-efficient, and fool-proof sizing tool for everyone,” Miryha Fantegrossi, vice president of merchandising and design at Wacoal America said in a statement.

“In recent years, we have noticed a behavioural 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. The launch of the mybraFit app is a key part of that step forward. This concept will allow Wacoal to connect with customers in a new way, giving them a personalised shopping journey that leverages our expertise in fit and unmatched service from the comfort of their home,” Mitchell Kauffman, president and CEO of Wacoal America said.

Fibre2Fashion News Desk (GK)

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