SOURCE: zafu

July 16, 2007 07:00 ET

Zafu Launches Online Bra Size & Fit Finder

Finding the Perfect Fitting Bra Can Now Take Less Than 3 Minutes

EMERYVILLE, CA--(Marketwire - July 16, 2007) - After the successful launch of their jeans finder in 2006, and with two million women using the site, Zafu.com is tackling another tough challenge women face in the dressing room -- finding the perfect bra.

65% of women report that they are not happy with the bra they are wearing*. They struggle with getting the right style and fit in the right size.

Zafu has spent months conducting thousands of bra fittings to help women of all shapes and sizes find their perfect fit. With Zafu's new bra size & fit finder, a woman spends 3 minutes answering a few simple questions about her body shape, fit issues, and what she wants from her bra. Zafu then matches her with her perfect bra. Zafu recommends the perfect bra for her individual needs -- be it giving cleavage or providing support.

Zafu is moving quickly in its quest to help women find perfect clothes. Zafu launched its jeans fit finder in August 2006. This has been a major success and is changing the way women buy jeans online. This past June, Zafu came to the aid of plus size women with the addition of a plus size jeans fit finder covering up to size 28. Now, Zafu makes recommendations on bras and plans to expand its categories of recommendations further this Fall.

"Women visiting Zafu on our site and at our fittings have told us that, along with jeans, shopping for bras is their biggest nightmare. There are literally thousands of bewildering styles and choices with little help. We knew we could provide a solution and it's great to see a woman's happiness when she finds her perfect bra," said Blair Newel, Zafu's Fit Expert.

Zafu's success is based on research that enables the site to combine remarkable accuracy with an easy experience for women. Named to Time magazine's "Top Ten Web Sites of 2006," Zafu has also received accolades from InStyle, O, The Oprah Magazine, Real Simple, The New York Times, WWD and hundreds of fashion blogs, solidifying its presence as the unmatched expert in fit.

Here's how Zafu works:

--  Women visit Zafu.com, a free service, and spend 3 minutes answering 12
    questions about their fit issues with bras, body shape, style preferences
    and size.
    
--  The information is passed through Zafu's proprietary algorithms and
    then Zafu searches its intimates database which consists of hundreds of
    bras from over 50 brands.
    
--  Zafu then makes recommendations on which bras best suit a woman's
    individual fit, style and size needs.
    
--  Zafu enables women to save their answers making the process even
    easier the next time they return.
    
--  Zafu offers bra sizes from 30AA to 40DD.
    
--  Zafu is not a retailer and is completely objective.
    

"Zafu is already a major success with women who seek help in finding the perfect pair of jeans -- but we didn't want to stop there," said Founder and CEO, Rob Holloway. "We launched Zafu to become the trusted first stop for women when they buy clothes. We've applied our expertise to bras and couldn't be more thrilled to solve yet another challenge for women."

ABOUT ZAFU

Zafu was founded in 2005 and is located in a converted bakery in Emeryville, California, just across the Bay from San Francisco. The jeans finder site launched on August 2, 2006, added plus size jeans on June 11, 2007, and bras on July 16.

The Zafu team has deep experience in apparel, statistical analysis, fashion, pattern making, software development and retail marketing, and has drawn on years of comprehensive fit research and algorithm development. Zafu has combined this knowledge with the additional work of measuring, assessing and photographing thousands of women trying on hundreds of pairs of jeans and bras. In doing so, Zafu has identified key body shapes for women and created algorithms that enable Zafu to help women find their perfect clothes. At Zafu.com, there is real science behind the art of finding the perfect clothes.

* Zafu fit clinic research

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