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Startup True & Co Uses Big Data to Help Women Locate the Perfect Bra Fit

By: Alyson Wyers - Published: • References: trueandco and psfk
A lingerie startup is using big data to help women find the perfect bra fit. True & Co is based out of San Francisco and is reinventing how personal shopping happens online. Through TrueSpectrum, the ecommerce company collected 7 million data points to help customers find the perfect bra fit for their body type.

Customers are asked to take a 2 minute survey covering topics like breast shape and bra slippage. This sort of information is fed through software that showed Founder and CEO Michelle Lam and her team that there are over 6,000 body types represented by their customers. Using the information they've discovered, True & Co is now designing their own bras that will ensure women of all shapes and sizes find the perfect bra fit.