In Brief

Lingerie startup True&Co is using data-powered insights to get the right products to their customers.

As opposed to standard lingerie promotions of models in suggestive poses, this San Francisco-based e-commerce startup is taking product matching to a whole new level.

True&Co; have reinvented the term personal shopping. By using data science, Michelle Lam, the founder and CEO, has figured out a way to help women find the perfect bra for their body type. Lam and her team collected 7 million data points from their customers including breast shape and the percentage of strap slippage. Their proprietary software has also discovered that there are over 6,000 different body types within the customers who’ve bought from them.

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