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Online retailer ModCloth adds crowdsourced apparel fittings

ModCloth's "fit for me" feature lets users look up products favored by shoppers with similar measurements.

(Credit: ModCloth)

Online apparel store ModCloth is turning to its user data to solve one of the biggest problems with buying clothes online -- ordering clothes that fit the first time.

The popular vintage-inspired retailer launched a new feature for its iPhone app Friday that surfaces products for you based on the reviews of other users who have similar measurements. Called "fit for me," the feature uses an algorithm to pull the matching data, which includes height, bra size, waist, and hips. It seems like a simple idea, but ModCloth is in the unique position of having the data to power it effectively.

Over 80 percent of the site's products have reviews and 55 percent of those reviews include user measurements, according to ModCloth. That's huge, considering how important reviews are to consumers when they are deciding on a purchase.

Making sure a shopper feels confident about how clothes fit is a big barrier for e-retailers as they try to lure more customers away from brick-and-mortar stores.... [Read more]

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