GREAT IDEA, BUT NO ONE WANTS IT

Fit Technologies is a Dallas company that’s developed a sizing system for women based on three body types: straight sillouette, curvy, and pearlike. Women love Fit’s multiple versions of the same dress size. But boutiques and apparel companies don’t. This story says it’s because they thrive on sizing confusion. Consumers that find a brand that fits are more likely to shop only at that store.

Why am I writing this post? For the business angle, of course. And because it’s so hard these days to find a size 8 that breathes.