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Using Technology to Buy Clothes That Fit

Techstination feature for Friday, March 2, 2007

Using technology to buy clothes that fit. Bloomberg Boot Camp, a report on today's technology. It's an online store…that's tailored to the individual. was created by CEO Louise Wannier…who has a background in technology…helping to start up companies like GemStar and EnFish….who went back to school at the Fashion Institute in Los Angeles. is a retail site that works with a variety of designers and manufacturers. Where does the technology come in?

"Our technology is what we call our shape match system and it's based on patents that we have pending. And what it does is it takes the specific measurements, so you no longer have to worry about size. We go from the specific garment measurements and an analysis of certain characteristics of the garment, such as the fabric and the way that it's going to flow on the body, and the color and the style and the designer, and we match that to the customer's body measurements."

Wannier says shipping and even return shipping are free…but because of the technology to match clothing to the individual….the return rates are much lower than are typical at retail stores. But is buying clothing online really feasible…when you can't see colors and fabric in person?

"Well actually clothing online, apparel shopping online is really taking off right now. It had a later start because of some of those things you're talking about, and because bandwidth wasn't there to really see. But now that we've got zoom technology, you get a good feeling for the clothes. It's still not exactly the same as going in the store and touching it."

For now…the site carries just women's clothing….but that may change in the future. Bloomberg Boot Camp, I'm Fred Fishkin.