Companies race to gather a newly prized currency: Our measurements

Source: Drew Harwell, Washington Post (Paid Registration)

Clothing companies now see body measurements as one of their most prized currencies, and millions of Americans are increasingly offering up their innermost personal data in search of customized pieces or a better fit.

Algorithms use that data to pick through Stitch Fix’s inventory, referring options to a human “stylist” who decides on which to send. The customer pays to keep the clothes she likes and can send back anything she doesn’t. She can’t, however, go on the site and pick things out; her only choice is what the algorithms recommend.

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