Can This App Help Women Find the Perfect Bra?

ThirdLove, a new vertically integrated fashion brand, has worked in stealth mode over the past year to develop the supply chain and technology needed to bring its personalized mobile commerce experience to life.

Its patented computer vision technology is aimed at helping consumers confidently buy apparel that fits them best. ThirdLove will first tackle the $14 billion U.S. intimate apparel market, where sizing typically is severely limited and varies dramatically from brand to brand. The ThirdLove mobile application is currently in limited private beta and will launch in fall of 2013.

By rendering three-dimensional data from simple two-dimensional photos, ThirdLove can calculate a user's precise measurements and showcase styles that meet their exact needs. To date, ThirdLove holds numerous patents for its computer vision technology and data sizing mechanisms. The technology is developed by a team of PhDs.

"Great technology should solve every day problems, in a seamless and beautiful way. We have meticulously designed a collection that fits perfectly and looks great – and that's something all women can appreciate," said Heidi Zak, co-founder, ThirdLove. "But when we can also dramatically cut the costs of production, and in turn improve quality and design – that's when we have the potential to dramatically change how we shop, how our clothes fit us and ultimately our confidence in what we're buying and wearing."

The more ThirdLove learns about its consumers, the better the brand's fit becomes through machine learning; in-house product designers are constantly adjusting the "TL fit" based on data collected from consumers of all shapes and sizes. By designing and controlling the manufacturing of all of its products, ThirdLove offers more than two times the number of bra sizes versus traditional brands, including half-cup sizes, at a lower price with far superior quality.

The app is simple and secure to use. The experience is all about personalization, with the app guiding a woman to a shop stocked exclusively with lingerie in her perfect size, along with visuals of models similar to her body type. Consumers will also be able to customize apparel by color and with unique design details.

The platform powering the ThirdLove brand was created by MeCommerce Inc., a San Francisco-based company founded in 2012. MeCommerce plans to launch other brands in the future. The company closed a $5.6 million funding round in December 2012 from investors including NEA, Andreessen Horowitz, Felicis Ventures, Novel TMT, Yuri Milner, Keith Rabois, Nasir Jones (NAS) & Emagen Entertainment, and others.

"The ThirdLove team brings passion, smart design and a novel approach to ecommerce, with a technology and product offering different from anything we've seen," said Patrick Chung, partner at NEA and MeCommerce board member. "Backed by unmatched technology, the brand has tremendous opportunity to move offline spend online as it aims to turn the retail industry on its head."

The ThirdLove app is currently in private beta, but users can reserve a spot here.
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