Macy’s rolls out FIT:MATCH bra fitting technology in select US stores

FIT:MATCH has announced the launch of its bra fitting experience in the following Macy’s stores this holiday season: Boca Raton (FL), Century City (CA), Dadeland (FL), Herald Square (NY), Kings Plaza (NY), Queens Center (NY), Roosevelt Field (NY), South Portland (ME), South Shore Plaza (MA) and Willowbrook (TX).

The technology gives shoppers the opportunity to get scanned and then, within seconds, matched to their best fitting bras based on their exact body shape.

“We are proud to launch our solution with Macy’s, the iconic omnichannel retailer, just in time for the holiday selling season. FIT:MATCH is enabling a new immersive shopping experience for shoppers seeking an accurate and digitally enabled way to find their best fitting bra," says Haniff Brown, Founder and CEO, FIT:MATCH.

“We believe the traditional fitting process is archaic and needs to evolve, and technology is the answer. The issue we are solving for starts with bras - the hardest to fit category with the highest barrier to purchase - but is versatile to apply to other apparel categories as well.”

“As part of our Polaris strategy, Macy’s is enhancing the store experience with personalisation and innovation to better meet the needs of our customers,” says PJ Singh, Macy’s Vice President of Stores Strategy and Product Management.

“The FIT:MATCH solution supports our commitment to a tech enabled, connected omni-ecosystem and touches the four pillars of the stores strategy: Convenience, Service, Discovery and Engagement.”

To experience FIT:MATCH, a shopper completes a body scan with the assistance of a store colleague using a device equipped with LiDAR technology.

A patented algorithm then analyses the shopper’s unique body shape data to precisely match them with their “digital twin” from a database.

They are then presented with their product matches in recommended sizes and styles that have proven to fit their digital twin. Shoppers will be able to scan a QR code to save and shop their matches on their own device.