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So long, dressing rooms! Brookfield launches contactless auto-fit service

Al Urbanski
The new dressing room: Give Fit:Match 20 seconds and it'll give you perfectly sized selections from 50 brands.

Lining up with armfuls of hangered clothing in backrooms of stores could soon be a thing of the past.

On Labor Day at Oakbrook Center in suburban Chicago, Brookfield Properties will introduce Fit:Match, a contactless, 3-D measuring system that will produce a physical profile of a shopper and pair him or her up with perfect-fitting duds from more than 50 leading brands.

To get “fitched,” as the process is called, shoppers answer seven questions on their phones before entering the Fit-Match studio that captures 150 body data points in about 10 seconds. Stepping out, they are presented with a custom assortment of clothing options—90% of which will suit their tastes, Fit:Match claims.

“Ours is an omnichannel experience that frees shoppers from ever having to try clothes on again,” said Fit:Match CEO Haniff Brown. “Many shoppers are looking for touchless experiences that allow them to shop for back-to-school and fall items more safely and conveniently.”

Artificial intelligence technology determines how relevant apparel items are for a shopper based on fabric type, stretch, and other key inputs. Brands linked to the system include Vineyard Vines, Banana Republic, Under Armour, Bebe, David’s Bridal, MeUndies, Lucky Brand, Express, and Ted Baker.

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