True&Co., an online lingerie retailer, is thrilled to debut the “Try-on Truck” in January 2016. The Try-on Truck brings complimentary, personalized bra fittings and True&Co.’s most beloved bras to women across the U.S. Inspired by the “tiny home” movement, the 24-foot-by-eight-foot mobile shop features spacious fitting rooms and stunning visual displays against a backdrop of glass, wood and steel.
Beginning in San Francisco on January 12, the True&Co. Try-on Truck will travel from the West Coast to the East Coast over the course of 12 months. Women take True&Co.’s proprietary five-minute “Fit Quiz” online and are presented with a personalized selection of beautifully-designed lingerie at the mobile shop. True&Co.’s fit therapists give each guest a bra fitting customized not just to her band or cup shape, but to her breast shape. (No more measuring tape!)
Designed collaboratively by Spiegel Aihara Workshop and Mobile Office Architects, the Try-on Truck took six weeks to construct and features four fitting rooms designed to make lingerie shopping fun. The vehicle’s aesthetic combines the high-end refinement of a boutique storefront with the breezy warm feel of California sun on weathered wood.
“We are so proud of the lingerie we’ve designed and excited to bring an immersive True&Co. brand experience to women all across the country,” said CEO Michelle Lam. “The Try-on Truck will provide a unique opportunity for women to test-drive lingerie chosen just for her with the assistance of our fit therapists. We’re pioneering ‘nomadic retail’ to transform the way women shop for lingerie.”
The Try-on Truck makes its first stop in San Francisco and then travels to several Northern California locations, such as Marin County and the South Bay, before moving on to Southern California. After stops in Los Angeles, Orange County, San Diego and other Southern California locations, the Try-on Truck will begin its journey across the country, visiting Arizona and Texas (Dallas, Houston, Austin) before heading further east. Planned stops include Chicago, Washington, D.C., New Jersey, New York, Connecticut, and Boston, with many more to be announced.
Michelle Lam knew it was time to change the way women shop for lingerie following a particularly excruciating fitting room experience. But elevating the shopping experience turned out to be just the beginning – Lam learned that more than 80 percent of women are wearing bras that don’t fit. The entire bra fitting system was broken.
Lam led her team to develop a five-minute “Fit Quiz” that considers all aspects of bra fit – bandwidth, cup size, and an important new dimension, breast shape. Today, over two million women have taken the quiz and True&Co. uses this proprietary data to transform the way bras are shopped for, designed, engineered and lived in.
True&Co.’s own product lines are created by acclaimed lingerie innovator Nikki Decker, True&Co. creative director and designer, and founder of the cutting-edge lingerie line The Lake & Stars. Lam has also forged relationships with more than 40 well-known lingerie brands from around the world. True’s carefully created, diverse selections ensure that every woman will see the best styles for her size and shape within her Personal Shop.
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