Fixing Fit Report

A WWD and Footwear News report on how new approaches and technologies are addressing the age - old problem of finding the right - sized style.

THE FIT SOLUTIONS UNIVERSE

A look at nine companies helping brands and consumers connect with the correct size.

BY Jennie Bell and Evan Clark

Aetrex Worldwide

Teaneck, New Jersey

Known for manufacturing its own line of comfort footwear and orthotics, Aetrex Worldwide Inc.entered the fit technology business in 2002 with the debut of its iStep digital foot analysis system.That program evolved with the introduction in 2017 of the Albert foot - scanning platform, which now consists of the Albert 2 Pro and 3DFit devices.The Albert 2, which is present in more than 600 stores, captures comprehensive 3D measurements of the foot,  including length, width, girth, in -step and arch height and conducts a static pressure scan. Customers can then access the scans on the company's Foot.com website to inform purchasing decisions. Next up, Aetrex will launch a Data Portal on Foot.com allowing shoe manufacturers to view and extract global 3D foot data broken down by gender, foot size, country and more.

Fort Lauderdale, Florida

Fit:Match, which works with brands such as Savage x Fenty and Fabletics, sees fit as a three-dimensional problem that requires a 3D solution. Founded by CEO Haniff Brown in 2018, the company determined that both survey - based fit analysis and surrounding body - scanning fit analysis both have issues.Instead, it uses the lidar technology baked into certain iPhones to map a users body and then matches them to a digital twin made by an IRL person of very similar size who has tried the looks to ensure proper fit. Fit:Match maintains that only 20 percent of women are wearing the proper bra size and that its solution increases that to 92 percent. The company is clearly looking at both the consumer and the business side of the fit equation, noting, "Our partners rely on our recommendations to make key decisions around fit, personalization, product design and inventory management, to drive an overall improved shopping experience."

MySize

MySize lets customers use their cell phone as a measuring tape, putting their body profile into a program with sophisticated algorithms that make sure fashion fits.Ronen Luzon, CEO, said recently: "MySizelD has continued to gain traction and now reaches 1, 000 - plus retail customers with additional reach throughout the world, including the U.S.and Turkey." The multifaceted company also just launched its Firstlook Smart Mirror, which it described as "an interactive, mirror - like touch display that provides shoppers in physical stores with an enhanced, online shopping experience and contactless checkout." MySize is publicly traded and on track to log $5 million in sales this year based on its existing business.

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