Macy's Launches Virtual Fitting Room Online and In-Store

Macy's is partnering with fit personalization software provider True Fit to launch virtual sizing technology on its website, mobile site and on in-store kiosks. Using the technology, shoppers can see which of the retailer's clothes and shoes will fit them on screen — without having to physically try on the apparel.
"Macy's is a recognized industry leader, committed to implementing the newest technological advancements that will resonate with our customers," says Kent Anderson, president of "By partnering with True Fit, we are able to provide a unique online shopping experience that brings a new level of personalization and service to customers that shop"
Customers begin by creating a True Fit profile in which they identify clothing that already fits them, conceptual body descriptions and some basic information, without having to take body measurements. The technology then uses a variety of algorithms to analyze massive amounts of data from the user's profile, shopping behavior, catalog of products and other data inputs to deliver highly personalized fit and size recommendations in real time. Shoppers can then search the Macy's website for "True to You" items in all categories of apparel and shoes that are tailored to each person's individual fit.

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