Using data to benefit people in everyday life is becoming more prominent. A new company called True&Co is using data collected from its’ customers to improve bra fitting. It is hard for women to find the right bra for their bodies, so True&Co is trying to fix that problem. Customers take a quiz to find a brand of bras that would fit their body. True&Co has collected data from millions of customers. The company is now beginning to launch its’ own products that incorporates the data it has received. With the software that the company uses, they have identified about 6,000 body types. People are not accustomed to having a physical product made just for them, but with the data being collected it is becoming a reality. This process is similar to the internet collecting data on us. The internet collects data on us and uses it to personalize websites and make recommendations. The data collected from the quizzes will allow women to know what kind of bra would be the best fit for them.
There is competition from a company called ThirdLove. ThirdLove uses an app to allow women to determine their measurements without having to go to a store. Victoria’s Secret has also created a quiz for women to take. Companies are trying to improve bra shopping for women.
This data and technology use allows women to find the best bra for them without having to spend lots of time trying them on. Soon this technology could be used for other clothing shopping and not just bras. A lot of time that would have been spent on finding the perfect bra fit can be spent on something else.
This article raises concerns of personal data collection. It involves how personal women want to get when shopping for bras. Some women feel embarrassed shopping for bras in stores, so this could be a way for those people to feel more secure while they are shopping. On the other hand, some women might feel violated that personal information about their bodies is being shared and reviewed with other people. For example, I am not sure if I would want to use the app available from ThirdLove to determine my measurements. I would feel like my personal information would be shared with too many people.
In conclusion, using data is a great way to enhance people’s lives, but there could be a point where too much data collection could be an issue. Having too much personal data collected raises privacy concerns. How do you feel about apps collecting personal body measurements? Would you buy products from True&Co?
Here is the link to the article: http://www.wired.com/2014/06/trueco/