BELIEVED to be the world’s first lingerie store of its type, a new shop opened by Netherlands retail chain Lincherie carries no stock. Consumers use a digital 3D mirror that calculate a woman’s bra size by recording over 140 measurements in less than a minute. They can then use the mirror to try on different styles before placing their orders digitally on a tablet. Products are then shipped within 48 hours.
Though probably more accurate than traditional fitting methods, the digital sizing process still calls for an act of faith by consumers. In time, however, the new approach will win the consumer confidence it deserves.