True&Co Uses Algorithims to Determine Your Bra Size

I think I can safely say, on behalf of all women of the world that bra shopping is up there with going to the dentist. That annoying experience may come to an end with this latest innovation in the bra industry. True&Co promises to deliver the perfect bra to women online, without measuring tape.

By taking a two-minute online fit quiz at True&Co’s website, ladies can shop for bras specifically created for them. From Calvin Klein to Natori, women will only see bras that give them the perfect bosom.

“We built a personal shopping experience that is fun and easy for the customer. Behind the scenes, we baked the same unwritten rules that expert bra fitters use into code. A complex system, consisting of our algorithms, translation engine and Amazon-like recommendation system, creates over 2000 variations of body type that can be matched to our inventory.” said Aarthi Ramamurthy, head of product and co-founder of True&Co. “As a result, customers report that 3 out of the 5 styles in their bra box fit well.”

The best part is that customers can try 5 bras at home, paying only for the bras they want to keep and then returning the rest that doesn’t provide the right fit for free. So there is no risk if you don’t feel perky enough. Personally, I can’t wait to give this new service a try. The only one who will know your true bra size will be your computer and your cleavage.

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