Business Innovation: Bra Sales Perk Up As New eCommerce Sites ...

Think there?s no technological innovation in the women?s undergarment retail space?
Wrong.
Three eCommerce startups are leading the way as they tackle the age-old problem of the perfect fitting bra.
Think about it. At the very least, a woman wears a bra for 8-10 hours a day while at work.
If it?s ill-fitting, it can be downright painful.
Over the years, retailers have tried to solve this problem by hosting custom fitting events in-stores or training employees as ?fit experts? in the dressing room.
But that?s just downright awkward.
As a man, I can?t imagine any situation where I would feel comfortable having some random guy in my dressing room assess the fit of my boxer briefs.
That?s exactly what True&Co, Adore Me and intiMint are trying to avoid by making it easier for women to buy bras online and try them on in the comfort of their homes.
San Francisco-based True&Co uses a questionnaire and algorithm to determine a customer?s exact bra size. Similar to the Warby Parker model for eyeglasses,?customers receive a box of 5 bras to try on at home for one week. At the end of the week, customers keep what they like and ship back the rest as shipping and returns are free.
Adore Me and intiMint also use questionnaires to assess a customer?s bra size and preferences. Customers choose a monthly subscription plan and are?mailed to their home.
Read more at Fast Company >>
To contact the writer on this story: Philip Nowak in Chicago at philip.nowak@firmology.com.?Please?contact us?if you?d like to?submit a small business innovation story or small business tech startup, product or service.
Written by Philip Nowak
Philip Nowak is the founder of Firmology, a?small business news?and information media company focused on helping small business owners grow their business through technology and innovation.?You can find Philip on?Google+,?Twitter?and?LinkedIn.
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