Dive Brief:
- Joining other intimates brands in enhancing the bra fitting experience, Victoria’s Secret & Co. has partnered with NetVirta to introduce new fit technology within the retailer’s app for Victoria’s Secret and Victoria’s Secret Pink bras, according to a company press release.
- The company will use 3D scanning technology to provide shoppers with personalized bra size recommendations.
- With the new technology, the retailer hopes to demystify the process of finding the right sized bra.
Dive Insight:
Victoria’s Secret says it already has about 23,000 associates trained to conduct bra fittings in stores, but the integration of fit technology is part of the company’s effort to streamline the bra fitting process, reduce returns and improve the overall shopper experience.
“We have always dedicated ourselves to providing an exceptional customer experience, and our measuring and fit capabilities set us apart in the industry,” Christine Rupp, chief customer officer for Victoria’s Secret, said in a statement. “We are thrilled to offer this new technology to our customers to give them even more confidence when buying their favorite Victoria’s Secret and Pink bras.”
Victoria’s Secret is catching up to competitors by introducing virtual bra-fitting technologies. In 2014, ThirdLove, a DTC intimates brand, unveiled a mobile app that enabled remote customers to determine their bra size. It developed the app with the help of customer focus groups and tested its capabilities in-house.
Last year, Wacoal debuted its mybraFit app, which harnesses artificial intelligence to find bra sizes and recommend bras based on a shopper’s measurements. Upon collecting that information, the brand stores their measurements within customers’ profiles for future online and in-store purchases and emails them their size information and personalized product recommendations.
In another move to help customers obtain the correct fit, Soma launched its Bodify bra in February, complete with technology that conforms to the wearer’s body.
