myShape.com(TM) Introduces Unique and Convenient Approach to Buying Clothes That Will Alter the Way Women Shop: Innovative Online Women's Fashion

ALTADENA, Calif. (BusinessWire EON) March 19, 2007 --     Each of the letters in myShape (M,Y,S,H,A,P,E) represent one of seven overall body shapes. myShape.com offers fashion across all shapes and sizes including petite, plus and tall lengths on pants. Once a woman completes her profile, she is linked to her personal online shop containing only the clothes that flatter her shape, match her measurements and reflect her style and fit preferences. myShape offers free shipping both ways for members. Within her personal store she can shop quickly and efficiently, knowing any purchase will flatter and the process will always be easy and enjoyable.

"Finally there is a great way to shop for clothes that look wonderful on you and doesn't require hours of wasted shopping time, frustration and money," said Louise Wannier, myShape CEO. "Clothing is an important part of how women feel and how they present themselves in both their personal and professional lives. myShape lets women create a wardrobe to help them feel empowered and energized."



Market research firm NPD surveyed 47,000 women and found 47 percent "hated" to try on clothes and 53 percent find it hard to find clothes that fit. In fact, $28 billion a year of merchandise is returned to stores because of poor fit, according to Stores.org. The ShapeMatch system effectively eliminates the "fit-based" return, offering a new wave of personalization and filtering clothing selections that will increase the average order, as it is already doing at myShape.

"myShape is an idea whose time has come on many levels," said Lilly Berelovich, CEO of Fashion Snoops, a trend service based in New York City. "Shape and size have to be the two biggest areas where we women have the most difficulty. At myShape, you can find your shape and discover styles best suited for your body type. No more buying ill-fitting clothes that just don't do anything for you! myShape takes the unpleasant gamble out of the shopping experience."

In addition to individual clothing items, myShape also offers complete outfits so shoppers can easily pull together a polished look. myShape carries a variety of styles from distinctive designers that retail at major department stores and boutiques across the country including: Charlotte Tarantola, Cynthia Steffe, Dana Buchman, Isda, Laundry by Shelli, Nara Camicie, Segal, Sigrid Olsen, Sweet Pea and Womyn, in addition to up-and-coming and small innovative designers.

"As we continue to grow over the next year, women will see ongoing enhancements to their personal shops - including a greater selection of clothing, an increasingly seamless match to their fashion preferences and body shapes, and a Wish List that will be integrated with the Shop For Her feature - allowing women to indicate their favorite choices for when friends and family want to purchase gifts for them," added Wannier.

myShape speaks to a need confirmed by retail and business industry analysts. Women purchase over $120 billion of clothing nationally each year, often settling for clothes that are ill-fitting and rarely worn because there is no standardization in women's sizes. Depending on the manufacturer or designer, a size four from one designer could be the equivalent of a size six from another designer. $7 billion is spent online today; expected to grow 100 percent per year.

About myShape

myShape (www.myshape.com) is an innovative online women's fashion retailer providing members a personal clothing shop with clothing that match her measurements, body shape and preferences. myShape simplifies online shopping, giving women a great way to easily shop for clothes that fit and flatter - making shopping effortless and fun!