Lingerie Road Fit
True&Co. is taking bra fittings on the road with the kickoff of the True&Co.’ National Try-on Truck Tour.
The company has created a mobile shop inspired by the tiny home movement. The 24-foot-by-eight-foot mobile boutique was designed by Spiegel Aihara Workshop and Mobile Office Architects. Inside, there are four spacious fitting rooms and visual displays shown against a glass, wood and steel backdrop. The company describes the look of the mobile shop as a blend of the “high-end refinement of a boutique” with “the breezy warm feel of California sun on weathered wood.”
On each stop on its year-long National Try-on Truck Tour, True&Co. “fit therapists” will provide complimentary bra fittings and give consumers a chance to “test-drive lingerie chosen for that individual.” Shoppers will be asked to take True & Co.’s five-minute online “Fit Quiz” so the fit therapists can present them with personalized selection of lingerie at the mobile shop. (According to the company, the fit therapists give customers a "bra fitting customized not just to her band or cup shape, but to her breast shape.)
The San Francisco lingerie e-tailer will start the tour in San Francisco on Jan. 14 making stops in two locations, then head to Marin County on Jan. 26 and South Bay before the truck heads south for stops in Los Angeles, Orange County and San Diego. Over the next 12 months, the Try-On Truck will cross the country making stops in Arizona, Texas and other states on its way to the East Coast. Stops are scheduled for Dallas, Houston, Austin Chicago, Washington, D.C., New Jersey, New York, Connecticut and Boston and “many more to be announced,” the company said.
“We are so proud of the lingerie we’ve designed and excited to bring an immersive True&Co. brand experience to women all across the country,” said True & Co. Chief Executive Officer Michelle Lam. “The Try-on Truck will provide a unique opportunity for women to test-drive lingerie chosen just for her with the assistance of our fit therapists. We’re pioneering ‘nomadic retail’ to transform the way women shop for lingerie.”
After discovering that more than 80 percent of women are wearing ill-fitting bras, Lam and her team developed the proprietary “Fit Quiz” that takes into consideration multiple aspects of bra fit, including bandwidth, cup size and breast shape. Since the company was founded in 2012, more than two million women have taken the quiz. True&Co. uses the data gathered from the quiz to shape how bras are designed, engineered and sold.
In addition to True&Co.’s own product lines, designed by The Lake & Stars designer Nikki Decker, the e-tailer also carries more than 40 well-known international lingerie brands.
More information and appointment schedule can be found here.
