Company Performance Metrics
Tiny van Niekerk: Founder
Judy van Niekerk: Founder
Using the camera on a smartphone or tablet The Digital Bra App will scan a woman's body uploading 120+ measurements, captured in the form of a silhouette on their servers (for privacy). These measurements are used to parametrically adjust the pattern of the bra she selects - using a series of algorithms to create a pattern that is 100% the
perfect fit for the woman.
The bras are then custom made currently manually but shortly with robotic technology, currently they are first to market with this technology.
More than 85% of women are currently wearing the incorrect sized bra leading to scientifically and medically proven medical and postural problems - some serious.
The major cause of this is incorrect measurements as Traditional Bras are based on only three measurements. A second cause is inconsistent sizing due to style differences. A third issue is attempting to fit a non-standard bust in a standard (within brands) sizing system.
In terms of competitors at this stage there is no one in the marketplace doing what they do in terms of the mobile scanning and parametric adjustment of patterns - soon, every smart phone will have this technology in them... So now is the time to build the business taking advantage of this hardware becoming ubiquitous, in perpetration for the market shift.
The closest competitor they would have is True&Co a highly successful start-up online lingerie company based in San Francisco - but they base their sizing on the traditional 3 sizes and suggest the correct size to potential consumers via an online quiz.
