Dive Brief:

• Expanding its virtual fitting services, Savage X Fenty has partnered with fit technology company Fit:Match to launch a new iteration of Fit Xperience, an in-store digital fitting tool that scans customers’ bodies and provides product recommendations. The brand debuted the latest version at its Lenox Square Mall store in Atlanta, Georgia, on Feb. 11, according to a Tuesday announcement.
• In under 30 seconds, the tool uses sensors to map shoppers’ bodies and create an avatar of their body type. It then compares that avatar with a database of similar previously scanned bodies to recommend Savage X Fenty products ideal for the customer’s fit, per the press release. 
• Savage X Fenty worked with Fit:Match in 2022 to launch an earlier version of the technology at its first store in Las Vegas, and the new version utilizes Intel's RealSense technology and OpenVINO software. Shoppers can use the tool to shop an assortment of the brand’s products including sports bras, leggings and more from the brand’s Sport collection.

Dive Insight:

The rollout of the Fit Xperience tool marks the continuation of Fit:Match and Savage X Fenty’s partnership. 

“Fit Xperience has been a game changer in merging the physical and digital retail brand, especially at a time when fit and comfort in your body is so important,” Christiane Pendarvis and Natalie Guzman, co-presidents of Savage X Fenty, said in a statement. “Our diverse Savage X Fenty community has benefited tremendously from Fit Xperience – we’ve received overwhelmingly positive feedback about individuals feeling confident as they shop our products in store. With this new iteration of Fit Xperience, we’re excited to continue providing a seamless and positive shopping experience for every body.”

Savage X Fenty closed an investment in Fit:Match in 2022. 

Meanwhile, more retailers, including J.C. Penney, Amazon and Men’s Warehouse, have begun experimenting with fit technologies.

Walmart has also invested in fit technology, starting with acquiring the virtual fit tech startup Zeekit in 2021. The acquisition was meant to provide shoppers with a better shopping experience. Following that purchase, the retailer introduced the Be Your Own Model virtual tool, which lets users upload images of their bodies to virtually try on clothing.

But as retailers begin experimenting with fit technologies, some consumers are concerned about privacy issues associated with these tools. In the announcement, Fit:Match said Fit Xperience does not use cameras. A survey from Cisco found that 39% of respondents said explaining how their data is harnessed is a top priority.