WHO WHAT WEAR: Can you tell me about the launch of True&Co. and how it led to this nomadic fit therapy experience?

MICHELLE LAM: Well, I started the business as the original fit therapist. I invited women over to my apartment and I asked them to fill out this quiz, which was based on a Cosmo quiz, and I said, “Okay, I’m going to help you select five bras, you’re going to put them on, and I’m going to gauge how it works for you, and I’m going to pit myself head to head against a bra fitter so that you can still get the right technical results.” My success rate was really high because we were engaging in conversation; there was never any measuring tape.

WWW: Had you already designed bras yourself at that point, or were you using other brands?

ML: Nope, other brands—I didn’t know a single thing about the bra industry. It was also the first time I had touched a business with physical goods, the first time I had run a brand, and when we launched the quiz online there was an incredible reception because women were like, These questions totally make sense. So we decided to be online only because it was very efficient and the Silicon Valley way.

[A few] million women later, we were like, okay we have all this data about a woman’s body, and that’s great, but do we really understand who she is and what she wants, and does she really understand our products and what we’re going to do for her? We were missing that emotional moment that’s so important in intimate apparel, that connection with the customer—seeing her eyes light up. We wanted to bring back that beautiful, intimate experience from the start of the company, because although we were making good money as an online player, in terms of really changing the industry and how women feel about their bodies, [we needed something more]. The quiz provided 75% of the answer, and the other 25% was to be found through this intensely personal interaction that’s almost an unrolling of a woman’s history—like the time when her mom called her fat in high school or the time a date didn’t go as planned and she felt like she wasn’t a desirable human being; you know, those kinds of moments. Those are things that people talk about, in addition to, Oh hey, I love how this looks on me (or I don’t).

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from Celebrity Style and Fashion Trend Coverage | http://bit.ly/23q4gXi http://bit.ly/2aoWwWs
via Who What Wear

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