The Role of AI in Personalised Bra Fitting

The bra fitting problem has long been a silent crisis in the lingerie industry: for decades, the majority of women have been wearing ill-fitting bras, which causes discomfort and health problems, as well as unsustainable return rates. In 2018 alone, 7 out of 10 bras sold were returned or exchanged, and virtually all of them were related to fit issues. It is not simply a matter of frustration to a shopper, but it costs retailers £10 billion every year. This challenge resulted in Brarista, a combination of AI and knowledge of professional fitters to build a solution that feels natural and accurate.

Why Traditional Fitting Fails Shoppers

Most bra-fitting tools rely on outdated methods. Tape measures, such as an example, have an accuracy level of 30% and do not take into account the body shape diversity and brand-specific sizing nuances. A customer who tries to compare M&S 34GG to 32DDD US will never know how these two sizes actually match. The algorithm used by Brarista alters this by examining thousands of verified fit histories and applying vision AI to suggest sizes with high precision. Our system, in contrast to the generic chatbots, is trained on real-world data, including the pregnancy-related breast changes, which is why it could be applied to such niche markets as maternity and nursing bras.

Solving Fit Challenges with Real-World Insights

Bras that do not fit well bring more than just inconvenience; they lead to muscular pain, skin rashes, and even severe consequences in the long-term health of the breast. Brarista solves such issues by utilising shopper behaviour learning. To exemplify, a customer who is faced with the problem of gaping cups or digging straps receives a personalised solution depending on body shape, lifestyle, and product specifications.

It is not a matter of guessing larger or smaller sizes, but rather how the stretch of the fabric, band tension, and cup volume respond to the reality of bodies. Brarista retailers experience a huge reduction in returns and operational costs, making it clear that proper fit guidance is not a nice-to-have; it is a business requirement.

Beyond Sizing: Building a Better Shopping Experience

Brarista’s value extends beyond recommending the right size. The tool acts as a full-service assistant, offering personalised experiences that build loyalty:

• Style suggestions tailored to the shopper’s desired feeling—confident, comfortable, or playful.

• Automated care instructions for delicate fabrics, ensuring long-term support post-purchase.

• Personalised assortments based on past purchases, introducing shoppers to new styles while driving recurring revenue.

These features create a seamless experience that transforms the bra-shopping process, going beyond transactional interactions to build lasting relationships.

What Sets Brarista Apart

Many AI tools treat bra fitting like a math problem. Brarista treats it like a human one.

The difference is that we care about usability and inclusivity in the real world. We’re also optimising our algorithm to the specific requirements of pregnant and postpartum bodies through work on projects such as the Innovate UK-funded project. Brarista is the retailer-friendly way to keep a distinct voice and automate frequently asked questions about sizing, care, and policy changes.

Helping the shopper find the correct size also helps decrease waste, which is in line with the ethical practices demanded by Gen-Z. It is not aimed at substituting human expertise; it is targeted at scaling it to the levels of contemporary expectations.

The Future of Lingerie: Inclusivity Meets Innovation

Brarista’s roadmap reflects two core principles:

1. Meeting underserved needs, such as maternity and postpartum fit challenges.

2. Reducing friction in shopping, creating smoother experiences, and fostering greater trust.

We are also piloting maternity shopper tools in partnership with brands such as Lemonade Dolls, solving gaps in healthcare access for pregnant women. In addition, retailers can provide advice on what to wear by gathering data on customer body shapes and favourite styles, then suggesting items based on so-called fit twins: customers with the same body shape.

These developments are more than technical upgrades; they illustrate an industry shift toward ensuring every body feels understood.

Why This Matters for Retailers

For lingerie brands, AI isn’t a luxury but a necessity. Brarista delivers measurable outcomes:

• Automating repetitive queries frees up teams during peak seasons.

• Shoppers who receive tailored advice are more likely to return.

• Fewer returns result in reduced environmental waste, a growing priority for younger shoppers.

In a market where most people switch brands after the first instance of returning, Brarista's attitude of transforming frustration to trust works wonders.

Brarista is transforming the lingerie industry by solving the bra-fitting problem and turning it into an industry that focuses on customers, not merely by selling them products, but by learning about their individual needs and accommodating them.