ESTERO, Fla. — Bra fittings are complicated.
That’s because women’s breasts are all different. Add to the noise the many measuring options — in-store, online apps and video conferencing, to name a few — and it’s enough to confuse most shoppers.
But Soma, the intimate apparel brand owned by Chico’s FAS, says it has the solution: a “smart bra” called the SomaInnofit bra.
Users slip on the garment, which looks much like a sports bra with a computerized chip in the back. Within seconds, the bra measures the woman’s circumference and cup size using four lines of wire stitching that circle the body. No measuring tapes or awkward dressing room encounters required.
Inside the Soma store in Estero, Fla.
Kellie Ell/ WWD
The results are connected to the in-store associate’s iPad via Bluetooth. They are then able to recommend an assortment of products for the individual. The device usually retails for $69.99 but is currently marked down to $25.
“Nothing beats an in-store bra fitting,” Mary van Praag, president of Chico’s FAS’s intimates business, told WWD. “It’s not just a size, it’s a personal experience. Women feel good about it and they find their best fit.”
On a recent trip to Florida, WWD stopped by the Estero, Fla.,
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