Wacoal introduces its bra fitting app

Wacoal recently introduced a revolutionary tool, the mybraFit™ App. What is it exactly?
The first of its kind, Wacoal’s mybraFit™ app digitally measures you for size and then builds a custom bra wardrobe based on your breast shape and coverage preferences. The AI-based algorithm gets smarter over time, continually learning based on prior recommendations. Wacoal has a patent pending for taking the digital measurement (produced by Sizer) and feeding it into our size algorithm to come up with the consumer’s size. That, along with our style recommendation engine, creates a custom wardrobe for the consumer. Additionally, it's the only bra sizing app that requires no input from the user on their current bra size.


Miryha, we know you were closely involved in the development of the App.
Why did you feel such a tool was necessary and how long have you been working on it?
In total, it took approximately two years to develop the mybraFit™ app. Wacoal’s success is deep rooted in customer service and helping women find bras that complement their size and shape.  With the shift to online shopping we knew we had to do more to help customers find their best fit online. Our app actually takes the work out of it for the customer. The app takes her measurements virtually and then we apply our proprietary algorithm to calculate her size. As you can imagine, taking a century old manual measuring method and converting it to a digital experience was no small task.
 
 
Can you give us your first feedback on it?
Since the introduction of the mybraFit™ app, we have seen increased site traffic, increased engagement with our bra education tools, and 10% of our e-com sales coming from customers who’ve engaged with our digital fit assets. In addition, we are delivering 300% improved accuracy compared to industry standard bra fit calculators.
 
 
What kind of consumer do you think it will appeal to?
We believe that this app will appeal to the modern woman who is strapped for time and looking for a convenient and accurate alternative for bra shopping from the privacy of their home.

 
Would you say the app can replace a fit expert?
There is nothing quite like an in-person fitting where the Fit Expert uses her eyes, ears and measuring tape to come up with a size and style recommendation. That said, in the development of the mybraFit™ app I believe we have taken the best of our knowledge and identified the most critical questions we would ask a consumer to emulate this experience in a digital tool.
 
Are there any safety and security risks consumers should know about?
Safety and security have been prioritized at every level of development. Wacoal has taken all necessary steps to ensure that the virtual imaging is secure. The scans uploaded for each user’s fit assessment are not saved, only the size and product recommendations are.
 
Will the App have access to all the Wacoal collections?
Currently the mybraFit™app is available in the US and Canada, and curates a bra wardrobe from Wacoal America’s bra assortment.