My Size, whose smartphone-based body measurement technology helps shoppers choose the right sized clothes, has announced an update that will enable consumers to accurately measure their bra and cup size when shopping for undergarments and lingerie.
The bra measurement feature has been built into the firm’s smart measurement application for online retail, MySizeID, and was piloted by leading retailers in the US and Europe. It is scheduled for release in the third quarter of 2019.
The Israel-based company’s technology uses algorithms rather than the smartphone camera to record and document body measurements, which also maintains and ensures customer privacy. It was awarded its first patent in September of last year for it’s ‘Measurement of a Body Part’ app.
Now, it says research shows 80% of consumers wear the wrong size bra, with 70% wearing bras that are too small and 10% wearing bras that are too large.
Bra-size measurement should be done over the top of a well-fitted, unpadded, thin bra, the firm says, but accuracy can be affected by each individual’s own breathing, posture, and overall body size. Inconsistent and varied sizing charts across manufacturers — a problem that persists throughout the apparel industry — also causes issues with making the correct fitting purchase.
The global bra market is expected to exceed US$34bn by 2026. E-commerce retailers are one of the most popular bra shopping destinations, now capturing 25% of all bra sales, My Size says, adding new insights into bra sizing indicates there is a significant growth opportunity, especially within the full-figure and plus-size markets.
“One thing we’ve learned through feedback from both consumers and retailers is that a bra is one of the most difficult items to buy online, particularly at a retailer you have not shopped at before. More often than not, consumers are forced to guess their size or purchase the size they have bought from a different retailer, both of which generally end up in an incorrectly sized purchase and an item return,” says Ronen Luzon, CEO of My Size. “With the new feature we’ve built into MySizeID, consumers will be able to simply — and privately — get their correct band and cup size, and then sync those measurements to the preferred retailer to receive an accurate size suggestion before purchase.”