I just heard a presentation on MyShape, a relatively new clothing retail site for women. Its secret sauce: It collects all the measurements of the clothing it carries and puts them into a database, and then asks its consumers to enter in their measurements, from which it builds individual profiles. Each profile gets a shape code, for example, shape S is "curvy front and side profiles." Users can also bypass the measurements and just pick their shape codes from the descriptions on the site.
Once a shopper has her profile in the system, the store only shows clothing … Read more