"What we're doing with the algorithm and the data is a complete innovation in intimate apparel . . . a massive market. What we're doing can be applied to all of apparel. We're not just telling you how many blue bras have been sold, which is what old retail would do.
We're telling you who is buying that blue bra and not only that, but why they're buying the bra. We're in the business of deciphering what women want, and when you know what women want, you can change all of shopping." - As told to CNN, Michelle Lam, CEO and Co-founder