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For the shopper they don't have to leave their home, they love this whole idea of shopping online. But for clothing, for shoes, for dresses, pants, shirts — fit is everything." Why don't we use our phones to buy stuff? The challenge is confounding though, given that there is no universal sizing standard. A size from one brand that fits you perfectly may be too big or too small from a different brand. Then the cut and fabric come into play. Add in the virtual nature of website shopping and a satisfying solution seems like mission impossible. "It may look good in a picture, but it's really when it's on you that it counts," says Gray. That's why the industry is pouring millions of dollars into developing and trying technological solutions. Augmented reality, avatars and algorithms that approximate your size based on measurements you provide are already in the marketplace.
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