Macy’s Launches Personalized Bra Fitting Technology in 10 Locations

Macy’s Launches Personalized Bra Fitting Technology in 10 Locations
Image courtesy of FIT:MATCH

This story has been updated to reflect a correction that the Willowbrook location is located in New Jersey.

Macy’s is expanding its partnership with FIT:MATCH to include the company’s body-scanning bra fitting experience in 10 retail locations. Customers trying the FIT:MATCH experience can use their measurements to shop personalized Bali and Maidenform product selections that have been chosen specifically for their body shapes. The process also will provide data analytics to the retailer and the brands, allowing them to better serve customers.

Macy’s customers work with an associate to complete a private body scan with a device equipped with light detection and ranging (LiDAR) technology, which yields anonymized avatars. The shoppers’ body shapes are matched to digital twins from a database and the customers are offered product matches in their recommended sizes and styles. Customers can scan a QR code to save and shop the recommended products on their devices.

The retailer has made personalizing the shopper experience a central component of its Polaris growth strategy, which was announced in 2020. In March 2022, Macy’s launched its Own Your Style platform, which supports the retailer’s omnichannel growth with data-driven personalized recommendations, branded content, sequenced storytelling and in-person expert advice.


“As part of our Polaris strategy, Macy’s is enhancing the store experience with personalization and innovation to better meet the needs of our customers,” said PJ Singh, VP of Stores Strategy and Product Management at Macy’s in a statement. “The FIT:MATCH solution supports our commitment to a tech-enabled, connected omni-ecosystem and touches the four pillars of the stores strategy: convenience, service, discovery and engagement.”

Shoppers will find the AR-powered body scanning tools at Macy’s stores in:

  • Boca Raton, Fla;
  • Century City, Calif.;
  • Dadeland Mall in Miami;
  • Herald Square in New York;
  • Kings Plaza in Brooklyn, N.Y.;
  • Queens Center in Queens, N.Y.;
  • Roosevelt Field in Garden City, N.Y.;
  • South Portland, Maine;
  • South Shore Plaza in Braintree, Massachusetts; and
  •  Willowbrook Mall in Wayne, N.J.

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