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Brief Published: 21 Aug 2013

Virtual Fit App for Online Lingerie


US-based fashion e-tailer ThirdLove has developed a smartphone app to help women choose the correct bra size when shopping online. While numerous retailers have launched virtual home fitting rooms to boost e-commerce sales (40% of all online clothing purchases are returned by consumers – Credit Suisse, 2013), this is the first focused specifically on underwear sizing.

Using 2D photos of shoppers’ torsos, the app uses advanced computer vision and body modelling algorithms to calculate their measurements. The app takes the smartphone (which users are instructed to hold visibly in the frame as they photograph themselves in a mirror) as a reference point for calibration. Shoppers using the app wear a close-fitting top for modesty.

According to the brand, the process takes less than five minutes, after which the shopper is presented with a curated range of products in their exact size. For more on other innovations helping brands break through the ‘fit barrier’, see Virtual Fitting Rooms and Me-Ality Virtual Fit Booth

A key advantage of ThirdLove’s solution is that it offers customers the convenience of using their smartphone to do this, in contrast to cumbersome body-scanning solutions or avatar models that require the user to manually input measurements.

ThirdLove will launch in September 2013 with the fit app and an online lingerie range boasting twice as many sizes as average high-street retailers. While the company plans to expand its range to include other garments, it sees this technology as particularly appropriate for lingerie retail. “It’s not a social shopping experience, so it’s actually the perfect category to bring online,” co-founder Heidi Zak told TechCrunch in August 2013.