Multimedia News Release - Lands' End First With New 'My Virtual Model(TM)' Technology: Takes Guesswork Out of Web Shopping for Clothes That Fit

Feb 12, 2004, 00:00 ET from Lands' End

    DODGEVILLE, Wis., Feb. 12 /PRNewswire/ -- The dilemma for online apparel
 shoppers has been, "It looks great, but will it fit me?"  With the launch of
 an even more realistic and helpful virtual model, Lands' End, Inc., and My
 Virtual Model(TM), Inc., have introduced an online shopping tool that now
 addresses the industry and customer challenge that a size 10 isn't always a
 size 10, and a medium isn't always a medium -- it varies by brand.
     To view the Multimedia News Release, go to:
     "Our customers tell us one of their biggest concerns with shopping for
 apparel on the Web is, 'What size do I need and how will it fit?'" said Sam
 Taylor, vice president of e-commerce for Lands' End, the nation's largest
 online seller of apparel. "Shopping with our new version of My Virtual Model
 is a lot like having your most honest friend telling you whether you picked
 the right size and whether it fits right all over your body."
     That's good news for many, since apparel is among the fastest growing
 online shopping categories in the U.S., according to, the online
 group of the National Retail Federation.
     "We're listening to our customers, taking the guesswork out of shopping
 online for clothes that fit," Taylor added. "Better fit means even more
 satisfied customers and fewer returns: a win for customers and Lands' End."
     Finding the "Fit" Sweet Spot
     The updated My Virtual Model makes shopping for Lands' End apparel online
 even easier and more accurate by providing size recommendations, fit
 counseling -- and a more life-like model that more closely resembles the
     The new My Virtual Model helps both women and men take the guesswork out
 of shopping online. A shopper creating a personal model is asked to take and
 register body measurements. The model shows where a measurement should be
 taken, and offers advice on how to get the most accurate measurement.
     Once the sizes are registered, the new "My Fit" tool on
 compares the cut of each garment with the shopper's unique measurements, which
 helps reduce concerns a person may have regarding what size is needed.
     This is where the model becomes a shopper's most honest friend by
 providing fit counseling and a fit "sweet spot." Once the shopper's size is
 determined and recommended, a click on the "My Fit" link, shows, in graph
 form, whether a garment fits snug, loose, or just right over certain parts of
 his/her body.  The new technology provides an overall fit rating for a
 selected item. In terms of pants, a person will see how they fit in the waist,
 thigh, hip and inseam, in ranges from "snug" to "loose," with the optimum fit
 being between the two, at "your best fit."
     The new model offers a number of features not present on the original 1998
 version of the model, including:
     -- Size recommendations
     -- Asking for measurements to assure more accurate size and fit
     -- "Real-time" changes to the model; immediately a shopper can change
        hair, eyes, figure shape, etc.
     -- "Great Go-Togethers" - recommendations for garments that coordinate
        with apparel already on the model.
     More than 1,000 Lands' End garments will be "fit-enabled" to be used on
 the new My Virtual Model, including, shirts, pants, and activewear.  Still
 other items will be available to try on the model to see how they look, such
 as swimwear, intimates, footwear.
     In 1998, was the first Web site ever to make My Virtual Model
 available to online shoppers. Since then, My Virtual Model has become's second most popular shopping tool (second only to the "search"
 function), seeing more than 1.2 million new personal models created during the
 past 18 months.
     My Virtual Model is more than just a fad or technology for technology's
     "We're continuing our history of pioneering meaningful online technology,"
 said Taylor. "Customers who use My Virtual Model have a 34 percent higher
 conversion rate," said Taylor. "That tells us our customers like this tool and
 find it very useful. We expect customers to find the new version of My Virtual
 Model even more helpful, and fun."
     My Virtual Model, Inc., based in Montreal, Canada, has set the standard
 for trying, sizing and buying apparel online.  The company's patented
 technologies combine the accuracy and creativity of in-store clothes shopping
 with the speed and convenience of the Internet.
     Lands' End, a wholly-owned subsidiary of Sears, Roebuck and Co., is a
 direct merchant of traditionally styled, classic clothing offered to customers
 around the world through regular mailings of its catalogs and online at . A selection of Lands' End best sellers also is available at
 selected Sears stores. Lands' End offers a complete line of clothing for
 women, men, children and infants, as well as a collection of fine-quality
 goods for the home. was launched in 1995 and has grown to become the nation's
 largest seller of apparel online. Considered a pioneer in online retailing, is credited as a being the first to implement several innovations
 that ease and personalize online shopping. Some of those innovations include:
 My Virtual Model (1998), Lands' End Live (1999) and Lands' End Custom clothing

SOURCE Lands' End