Originally posted on Gigaom:
Technology has helped bring about a retail shift that now means I can buy my consumer goods without ever leaving my house, my husband’s shaving gear without ever thinking about it and now, thanks to True&Co, my bras without ever having a lady in a department store wrap a tape measure around my chest. I love the Internet.
True&Co, which debuts Wednesday at the D10 conference in Rancho Palos Verdes, Calif., is using predictive modeling and a simple online questionnaire to help women find their perfect bra. Backed by $2 million from First Round Capital, SoftTech VC, Aileen Lee, Softbank Capital and former LinkedIn executive Ellen Levy, the startup was formed last year by two women who wanted to take the discomfort and questions out of buying intimate apparel. To use the service, a woman goes online, answers about five questions about her current bra and fit, and then is presented with a page of results.
From those results she chooses three to purchase and the site chooses two. All bras cost $45 and any and all can be returned if the recipient isn’t satisfied with them. So far customers have tended to keep three out of the five bras. The site refines the customer’s profile based on the bras she keeps so later shopping trips to True&Co yield even better results. It’s a model and experience similar to buying eyeglasses at Warby Parker.