Lingerie brand Savage X Fenty is introducing innovative augmented reality tech powered by apparel matching platform Fit:Match at its inaugural store in Las Vegas. The technology uses body shape data to help brands match customers with the best-fitting products.
As the Savage X Fenty customer goes through an AR body scan, Fit:Match’s algorithm analyzes their body shape to match them with a ‘fit twin.’ The platform then recommends the sizes and styles that would look best on each shopper’s specific body.
Savage X Fenty is well-known for size inclusivity, offering bra sizes from 32 to 46 in bands and A to H in cups, as well as underwear and sleepwear from XS to 3X.
“We’re extremely pleased to partner with Fit:Match to lead innovation in the shopping experience and eliminate the fit question for our Savage X Fenty customers,” said Co-presidents Christiane Pendarvis and Natalie Guzman.
In addition to recommending products using the body shape data, Fit:Match also creates a size-shape database for brand partners such as Savage X Fenty.
“Shape, which cannot be accurately predicted by surveys and measurements, is the most important determinant of fit, especially for a category as complex as bras,” said Fit:Match CEO Haniff Brown.
Post making its retail debut in Las Vegas, Fit:Match AR technology will feature at ‘all Savage X Fenty customers across all channels’ in 2022.
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