Technology Helps Online Shoppers Get a Better Fit

Online retailers compete to find the best ways to help consumers have the best shopping experience.
2:20 | 06/09/14

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Transcript for Technology Helps Online Shoppers Get a Better Fit
Also in "The heat index" buying clothes on line can be a time saver sure but sending them back because they don't fit, not so much. Now ABC's Becky Worley sizes up some new innovative technology that could change the way you ? Reporter: You buy something online, it arrives, and according to retailers more than 30% of clothing bought on the internet is returned so now they're trying new technology to help us get the fit right. Websites of like Nordstrom, Macy's and others use true fit. You create a profile telling it the brand and size of the clothes you already own and then when you're looking at other brands online it uses that fit information to help you pick the right size. I love these jeans. They fit me like a glove. But true fit says I should order one size bigger for two different brands that I'm looking at online. I order based on the true fit recommendations -- I think they're too big. Reporter: Next based on the size of my beloved Cole Haan size and sneakers they recommend a size 9 in the top Siders. The verdict they fit perfectly so it helped on the shoes but not the pants. It's subjective and add like with Pandora or netflix, the more a shopper uses it, the better it will get at rolling shoes and clothes that fit and flatter and adapts as it learns more about personal preferences. True fit isn't the only company doing this. A totally separate company viewed true & Co does it for bras, plus a cosmo quiz of sorts. Where they are tight. How your girls hang top or bottom heavy. Out to the edges or lopsided. Of the five bras, four fit. Not bad. And then Levi's as hair curve I.D. That asks you to identify the shape of your hip, tummy and backside. Am I slight curve or a demi curve? I don't know. I ipg with it and pick demi curve, the result -- I am pleasantly surprised. I guess I am a demi curve. So while the technology isn't perfect, new tools to get the right fit are worth trying on. For "Good morning America," Becky Worley, Oakland, California. Looking good, Becky.

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