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If you've ever visited a Victoria's Secret store, you may have been approached by an overzealous sales associate with measuring tape in hand offering to help you determine what size bra you should be wearing.

If you've pushed through that awkward encounter and gone through with the sizing, it's possible (probable, actually) that you've been told you should be buying a different size than what you'd been wearing. The experience of being sized in-store at Victoria's Secret is frustrating for many customers, so the retailer has partnered with NetVirta to roll out virtual fitting technology within the Victoria's Secret app.

Using 3D technology, the app provides bra-size recommendations with the goal of a more streamlined sizing process. Victoria's Secret says 23,000 of its employees have been trained to conduct in-person bra fittings, but as any veteran shopper knows the training isn't foolproof. One salesperson might tell you you wear a 34B while another could size you differently. With the revamped app, Victoria's Secret is aiming to cultivate a seamless experience for shoppers and reduce the number of returns. 

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Victoria's Secret didn't pioneer virtual sizing. Retailers like ThirdLove and Wacoal offer similar technology. But Victoria's Secret has a reputation — albeit not always a good one — for its in-store fittings, so the feature has the potential to be met with some fanfare. 

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