True Fit Is Online Retailers’ Latest Attempt to Help Consumers Buy Right Size; No Tape Measures

22 Mar

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As Christina Binkley reports in the Wall Street Journal: “Online clothes shopping keeps promising more: flash sales, up-to-the-minute styles, inside peeks at the runway and exclusive designer interviews. What every shopper wants and no one delivers, though, is the guarantee of a perfect fit. Nordstroms, Macy’s and several other retailers have been testing True Fit, a technology that promises to be the Orbitz of online fashion, using algorithms and your favorite clothes to fit you — they claim — perfectly.”

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