Empowering fashion brands to thrive.

ETAM lifts revenue 5% and cuts returns 16%, proven in a live A/B test

Challenge : Lingerie is where generic sizing tools go to be found out. Band and cup interact rather than add up: a 90B and a 95A share a cup volume but fit entirely different bodies, and the right answer often lives in a sister size no chart will ever surface. Cut, wire, stretch and coverage vary from one style to the next, so 'your usual size' is a guess even for loyal customers. At ETAM's volume, that guesswork is a line on the P&L, every hesitation at the size selector costs conversion, and every wrong guess comes back as a size-related return, with all the logistics and margin erosion that follow. ETAM had seen apparel-first tools treat a bra like a T-shirt and was not interested in repeating the experiment. What it wanted was a flow purpose-built for lingerie, and proof measured on its own traffic against its own baseline, not a vendor's slideware.

Solution : ETAM signed a proof of concept with Kleep in October 2025, on one condition: the lingerie experience would be built for lingerie, not adapted from ready-to-wear. Kleep engineered a dedicated flow around the mechanics of the category, band, cup, sister sizes, style-by-style differences in cut and stretch, with every product calibrated individually rather than mapped to a generic garment model. Shoppers reach a recommendation two ways: a short questionnaire, or Kleep's two-photo body scan, taken on a phone via QR code, which produces a full measurement profile in seconds. The interface is white-labelled to ETAM's own design language and returns a recommendation in under 250 milliseconds, so guidance appears at the moment of choice without slowing the page. The deployment went live in April 2026, wired from day one into a controlled A/B test on live traffic, because ETAM had asked for proof, not promises.