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Gap began testing it in January. Using the dressing room app and viewing a dress on the avatar, You can see how it hits your butt, how tight it is on the thighs, how long it is, whether it hits below the knee, above the knee, said Krakowsky. It allows you to understand all aspects of how a garment will fit. Initially, Gap experimented using in-store body scanning to create a more precise avatar of a body type. We did it in a concept store used by our employees, but they didnt really like getting naked and having their bodies scanned. Even our own employees didnt like having Gap Inc. store information about their naked bodies. So Gap decided to go with an app enabling shoppers to select measurements for an avatar with a body type like theirs. With its approach to technology, Krakowsky said Gap Inc. has taken a start-up mentality to develop a viable product quickly and get it out to customers quickly. It took Gap just 60 days to get the dressing room app running. The need for quick action is there. Its incredible how anxious people are about the act of buying jeans, Krakowsky said.

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