The scientific way to find your perfect bra size: New formula promises to do away with the measuring tape
13:32 GMT, 31 May 2012
We all remember the first time our mother took us to be fitted for our first one, but for some, shopping for bras never really got any easier with age.
That is why two former Microsoft employees banded together to start True & Co., a sort of online fitting room that finds customers the perfect bra by way of an unprecedented scientific algorithm.
The unique method, developed by Michelle Lam and Aarthi Ramamurthy, uses information given by a customer in a questionnaire to determine her shape and what kind of bra she should be wearing.
Science or art True & Co. is a new online company that aims to find the perfect bras for its customers by way of a unique algorithm
Ms Lam told the New York Daily News about the day it dawned on her that the bra shopping experience needed to be given a boost.
'I was trying on 20 different bras looking for a strapless bra for an occasion, and literally only one worked,' she recalled. 'The question that came to my mind was, why did it take 20 bras and did that measuring tape thing they did for me even matter'
Marrying her own background in e-commerce with Aarthi Ramamurthy's experience as a developer, the two San Francisco-based women threw themselves into research to see how they might come up with a better solution.
The result was a code 'distilled' from the 'unwritten rules' of the world's top lingerie experts who, Ms Lam and Ms Ramamurthy observed, all knew how to look at a woman's body and identify immediately the type of brassiere she should wear.
Liz Clinkenbeard, a media relations spokesman for the company told MailOnline: 'Every time a woman uses True, the algorithm gets smarter about fitting her unique shape, as it is able to integrate her feedback about which bras fit and why, and make even better recommendations for her personal bra shop.'
Women unite: The former Microsoft employees, Michelle Lam (right) and Aarthi Ramamurthy, have backgrounds in e-commerce and technology development
It's a skill that Linda 'The Bra Lady' Becker from Manhattan, does not believe can be translated for the internet.
'I honestly think they’re going to have a very hard time,' she opined. 'It's very technical.
'The difference between getting fitted in person and online is night and day because there's someone there looking at your body and telling you what's best for you and you're feeling it on you.
'Online there’s a lot of guessing.'
Customers of True & Co, do, however, have the opportunity to try the bras on at home.
After answering a series of questions about breast shape and bra brand preference, the algorithm presents a list of potentially good fits.
True The women threw themselves into research talking to experts in lingerie and transforming their knowledge into 'code'
Women can choose to be sent three from the list to try, along with two extra that are picked exclusively by the True & Co founders themselves.
If a customer falls in love with all of the samples, the financial damage is minimal as all products, regardless of what designer or brand, cost $45, even high end names like Calvin Klein and Natori.
One gushing convert to True & Co., Deepa Subramanian, told the Daily News: 'It was a revelation. [The bra] fits like a second skin – like someone custom-tailored it for me. I’ve never had that happen in my life.'
And clearly investors believe the model has promise; the company has drawn in $2million in its first round of funding.