Shoppers at Rihanna’s lingerie brand Savage X Fenty may soon find it easier than ever to find products that fit their measurements. Last year, the brand made an investment in a four-year-old, Miami-based startup called FIT:MATCH; now, Savage X Fenty is employing FIT:MATCH’s tech in a growing number of its retail stores, starting with a location in Atlanta, Georgia.
How it works right now: Shoppers who opt in to the “experience” step into a fitting room where, using lidar sensors made by Intel, FIT:MATCH creates an anonymized avatar based on the individual’s body shape that it compares with a database of so-called digital twins to find the best-fitting products for the shopper. According to FIT:MATCH founder and CEO Haniff Brown, no videos or pictures are stored; the process also takes less than 30 seconds from beginning to end, says the company.
It’s the start of what FIT:MATCH hopes will be a much longer journey, says Brown, who previously worked at Credit Suisse and Freeman Spogli, and whose startup has raised $10 million in funding across two tranches, including from Alante Capital and Fabletics. (Fabletics, like Savage X Fenty, is part of TechStyle Fashion Group, an L.A.-based brand incubator whose spin-outs rely on a membership model where customers are charged monthly for credits toward their purchases.)Tech Crunch