Fit:Match, a B2B platform that enables apparel brands to match their customers with the best-fitting products, announced it has partnered with Savage X Fenty to launch its first-to-market, patented body shape technology.
Founded by acclaimed performing artist Rihanna, Savage X Fenty celebrates fearlessness, confidence and inclusivity. With a team assembled from the industry’s elite, the label has disrupted and redefined the marketplace with an accessible price point and extensive assortment of fashion-forward lingerie, underwear and sleepwear for every body, said the brand. With fits from everyday basics, men’s underwear and sleepwear, unique limited-edition styles and to more provocative pieces, Savage X Fenty has something for every mood. The brand offers bra sizes ranging from 32–46 in bands and A–H in cups (up to 46DDD/42H), and undies and sleepwear ranging from XS–3X/S–XXXL.
Developed at Cornell University, Fit:Match has combined the latest advancements in augmented reality and data science to offer a white-label, SaaS body shape technology platform for leading apparel brands. Fit:Match is the only technology platform that uses body shape data, rather than standard apparel measurements, to recommend the best-fitting product sizes and styles for each customer. The first-of-its-kind B2B software is designed to eliminate brands’ and consumers’ questions about fit in order to drive conversion and loyalty, while reducing returns.
Savage X Fenty has recently closed a strategic investment in Fit:Match to accelerate expansion of the AR-powered technology, which solves the fit challenge that has long plagued brands and consumers, said the company. The technology launched in Savage X Fenty’s first U.S. store, located in Las Vegas, and will be rolled out to all Savage X Fenty customers across channels this year.
“We are thrilled to launch our patented technology platform in partnership with Savage X Fenty, one of the most innovative brands in the market that specializes in a product category, lingerie, where fit is a disproportionately important factor in the overall purchase decision,” said Haniff Brown, founder and CEO of Fit:Match. “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. We set out to fill a gap in the market by developing a scalable, end-to-end solution that leverages the latest advancements in AR and is completely based on body shape.”
While the typical fitting technology attempts to match a shopper with a product based on the shopper’s measurements, Fit:Match’s patented, white-label software platform uses body shape data to recommend products. The company builds a unique size-shape database for its brand partners by gathering body shape data and accurate sizing information from the brand’s existing shoppers through a proprietary process.
“We are 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, so they can shop for and wear our [products] with absolute confidence,” said Christiane Pendarvis and Natalie Guzman, co-Presidents of Savage X Fenty. “We offer an extensive product assortment that makes identifying the right size even more important for our customers, and we are thrilled to roll out ‘Fit Xperience’ in all of our stores.”
Once customers receive their AR-powered body scans on an Apple device that is equipped with lidar technology, Fit:Match’s patented algorithm analyzes shoppers’ unique body shapes data to precisely match them with their personal “fit twin” from an extensive database. This twin is based on the shape profile of an actual person and functions as the shopper’s personal fit model. Fit:Match then recommends to the customer the sizes and styles that have been proven to best fit the twin.
