Скачать или смотреть For some women, finding the perfect bra fit no longer requires a trip to the store. One San Francisc

(19 Mar 2014) FOR CLEAN VERSION SEE STORY NUMBER: apus007309

(nats: freeze, 3, 2, 1)
WITH THE CLICK OF A BUTTON, A SAN FRANCISCO-BASED LINGERIE COMPANY IS TRYING TO RESHAPE THE BRA BUYING EXPERIENCE.
(nats: face the mirror and hold the phone at your belly button, your elbows pointed out)
THIRDLOVE'S NEW APP USES COMPUTER VISION TECHNOLOGY TO MEASURE A WOMAN'S BUST RELATIVE TO THE SIZE OF AN IPHONE FOR A CUSTOMIZED FIT.
SOUNDBITE (English) - Heidi Zak, Co-Founder - ThirdLove:
"From there, we're able to calculate her precise measurements just like a woman would by measuring you with a measuring tape in a fitting room."
BUT THIRDLOVE ISN'T THE ONLY ONLINE RETAILER TRYING TO CARVE OUT A PIECE OF THE MULTI-BILLION DOLLAR BRA INDUSTRY.
SOUNDBITE (English) Marshal Cohen, NPD Group retail analyst:
"One of the things we're seeing is the need for retail to get into the 21st century...women today no longer want to go through the old tradition of bra fittings where they go into a store and have to meet with a consultation and spend a lot of time and energy and effort doing it. It's a very impersonal experience."
SOME SHOPPERS AGREE�SAYING THEY'RE NOT GETTING ENOUGH SUPPORT OR CHOICES FROM DEPARTMENT STORES AND BIG RETAILERS.
SOUNDBITE (English) Catrina Moran,
"If I didn't see one size, I'd say oh they don't have it, let me just try one of these other sizes and see if this fits. Oh it's straps, it snaps and the straps are up, maybe this will be a go, but that never really worked."
BUT SMALLER RETAILERS ARGUE TECHNOLOGY CAN'T TRULY REPLACE THE HANDS ON SERVICE AND EDUCATION THEY PROVIDE IN THE STORES.
SOUNDBITE (English) Harriet Filippidis, Manager of Intimacy:
"We don't fit you in our bras, we fit our bras to you...there's no tape measures involved, it's a more holistic approach to the whole fitting. We have over 90 sizes in the store."
WHETHER IT'S ONLINE...
OR IN A STORE...
WHAT IS CLEAR IS THERE ARE MORE CHOICES THAN EVER FOR WOMEN SEEKING AN "A" CUP TO A "K" CUP AND EVERYTHING IN BETWEEN.
MAGGIE MAZZETTI, ASSOCIATED PRESS.

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