FIT:MATCH and Savage X Fenty collaborate on better-fitting lingerie

Rihanna’s lingerie brand Savage X Fenty has partnered with Miami-based tech start-up FIT:MATCH to help customers find lingerie that fits their size.

Atlanta, Georgia, is the first place where the technology is being used in a retail store, and gradually, it will be activated in other offline stores.

Right now, customers who want to learn how it works can enter a fitting room where Intel LiDAR sensors are used to create an anonymous avatar based on the person’s body shape. That avatar is then compared to a database of ‘digital twins’ to find the best-fitting products for the shopper. Haniff Brown, the Founder and CEO of FIT:MATCH, says no videos or images are stored. The company also says the entire process takes less than 30 seconds.

Meanwhile, Macy’s FIT:MATCH is also testing a different way. Employees are scanning customers with their iPhones in the fitting rooms to help them find the right bra size faster.

This will be a bigger step where using iPhone LiDAR along with FIT:MATCH’s body mapping technology will be adopted by retailers throughout. Though Brown says this is still under prototyping, it may also provide competition to 3D body scanning apps.

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