| Bloomingdales Installs Body Scanners to Help You Find Jeans That Fit | Lauren Indvik

By bossnya - April 10, 2013

As any woman can tell you, shopping for designer denim is a miserable affair. Sizing has long been inconsistent across brands — an Ann Taylor "6" might be a Diane von Furstenberg "10," for example — but in the jeans department, where there is a need for a more precise fit, the inconsistencies are particularly aggravating.
Enter Me-Ality, a self-billed "digital sizing station" recently installed in
six five Bloomingdales locations: the 59th Street flagship in Manhattan, Roosevelt Field Mall (N.Y.), Chevy Chase (Md.), Santa Monica Place (Calif.) and South Coast Plaza (Calif.). The stations take 10- to 15-second body scans of shoppers, matching their measurements against those of in-store and online merchandise to recommend brands, styles and sizes likely to fit and flatter them best.

Completing a scan will deliver a print-out and an online profile that shoppers can reference to find recommended sizes and styles for present and future purchases. Only brands that have provided sizing information to Me-Ality will be included in the list of recommendations, a roster that includes, in the denim category, J Brand, 7 For All Mankind, True Religion, Hudson and Citizens of Humanity.
These machines are dehumanizing, invasive and there is 0 credible research into whether they're even safe. Using them to save people from the backbreaking work of trying on clothes is amazingly vain, irresponsible and sort sighted. I truly hope this fails and I think the builders and investors need to seriously consider the kind of choices they're making. They're currently horrible.

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