Brands are increasingly testing out virtual sizing tools

Online apparel brands are increasingly warming up to new sizing technologies. This summer, Shopify added TrueFit to its suite of apps, allowing developers to add the sizing tool to product detail pages. Already in use at brands like Lululemon and Gap, TrueFit asks customers to input data like their height, weight and preferred sizing at other brands. Then it crunches that information to determine the best fit for the item they’re currently shopping.