Savage X Fenty launches in-store body shape technology

Lingerie brand Savage X Fenty has partnered with FIT:MATCH to launch the next generation of body shape technology.

The product, dubbed Fit Xperience, gives customers the opportunity to get scanned in an in-store fitting room using Intel’s RealSense technology and the Intel Distribution of OpenVINO toolkit.

Within seconds, shoppers are matched with the best-fitting Savage X styles based on their exact body shape.

This first-of-its-kind experience is available exclusively at Savage X Fenty retail stores and debuted at its new Lenox Square Mall location in Atlanta, Georgia on 11 February.

Savage X Fenty, founded by singer and business woman Rihanna, closed a strategic investment in FIT:MATCH last year to accelerate expansion of the AR-powered technology.

The technology platform aims to solve the fit challenge that has long plagued brands and consumers by utilising body shape data rather than just standard measurements.

“Fit Xperience has been a game changer in merging the physical and digital retail brand, especially at a time when fit and comfort in your body is so important,” Savage X Fenty co-presidents Christiane Pendarvis and Natalie Guzman said.

“Our diverse Savage X Fenty community has benefitted tremendously from Fit Xperience – we’ve received overwhelmingly positive feedback about individuals feeling confident as they shop our products in store.

“With this new iteration of Fit Xperience, we’re excited to continue providing a seamless and positive shopping experience for everyBODY.”

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