Startup Uses Big Data to Build the Perfect Bra for Big (and small) Boobs

Startup Uses Big Data to Build the Perfect Bra for Big (and small) Boobs

Whether their bust size is similar to Dolly Parton or more Mila Kunis, women are constantly on the prowl for the perfect bra. Even brands that are celebrated for their quality hear complaints from female consumers who say their products leave more than a little to be desired in the way of comfort. One company has taken it upon itself to hammer out what it believes is the formula to the perfect bra. How can they be so confident? The data said so.

Inspired by companies like Netflix, startup True&Co is using a big data model to not only recommend, but develop the best undergarment products for its customers. The San Francisco-based firm has collected tons of data from well over 500,000 women since its launch in 2012. This information has revealed tidbits about different breast sizes and shapes as well as specific details regarding the issues women face with bras. For example, by sifting through all this data, the company was able to conclude that 62 percent of women suffer from slippage or “busting out” when wearing bras.

Big data is one part information overload and one part advanced software technology. True&Co used its software platform to process that huge avalanche of data and make determinations that would prove useful in the product design stage. An example can be seen in how it determined that women have more than 6,000 differentiations in breast dynamics. Some are full. Some are shallow. Some are set high, low, wide or a combination of each. These and other conclusions helped True&Co concoct the formula needed to create the ideal bra for each individual customer.

All of the aforementioned efforts led the creation of “TrueSpectrum,” a data-driven system that powers a  new line of undergarments and loungewear True&Co calls “Uniform”. Before purchasing a bra, each True&Co customer takes a quick quiz on their body. Their answers are then run against a massive database that helps the company pair them up with a bra that provides the best fit. According to CEO Michelle Lam, the TrueSpectrum algorithm matches as many as 8 out of 10 women with the right bra – large and small cup wearers alike.

The use of big data has put True&Co on the cusp of major success. TrueSpectrum was the catalyst in a pilot test campaign the company rolled out in the fall of 2013. The bras included in that test quickly became a top-selling product, helping True&Co boost its revenue by 600 percent in a matter of months, while attributing to more than a quarter of its total sales. The company is hopeful that big data will be just as instrumental in making the Uniform line a success.

From e-commerce to traditional retail, businesses are leveraging their informational assets to deliver tailor-made consumer experiences. Now that we know it can make a big difference in the intimate world of undergarments and lingerie, where else do you see big data fitting in?

Startup Uses Big Data to Build the Perfect Bra for Big (and small) Boobs
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