True Fit Launches Fit Personalization Technology

True Fit Corp. — a Boston-based provider of fit personalization software — has launched True Fit™,
a fit personalization technology that matches online shoppers with apparel and shoes that fit their
body and style preferences. is the company’s first retail partner, and will offer the
patented software service initially to women shopping Macy’s denim collection online within its
Women’s Denim Finder.

When viewing apparel or shoes on a retailer’s website, users begin by creating a True Fit
profile, which involves identifying brands, styles and sizes that fit them; identifying conceptual
body types; and providing basic information including height, weight and age. Then, when users shop
online, True Fit’s Recommendation Engine™ virtually tries on items using a range of proprietary
algorithms. Users are provided with guides for each product they view, including True Fit
T-Scores™, a five-point scale indicating how well an item will fit; True Fit Size™, which
pre-selects the best size for the user; and True Fit Details™, which provides fit details for body
areas such as waist, hips, seat and inseam. As users continue utilizing the technology while
shopping online, the software’s machine learning engine will learn more about what fits as the
user’s body and preferences change.

According to True Fit, the technology will benefit multi-channel retailers by increasing
sales and reducing returns by existing customers; helping to bring in new customers who might be
hesitant to purchase apparel or shoes online; and offering a quick reference for how a product will
fit to in-store customers who use the technology on their mobile phones and iPads.

“We’re thrilled to partner with Macy’s – a venerable retailer and innovation leader, who is
on the cutting edge defining the very best experience for the multi-channel shopper,” said William
R. Adler, CEO, True Fit. “We’re excited to deliver this highly personalized service to their
esteemed customers, and make it easier for them to find the right clothes and shoes at Macy’s.”

October 11, 2011