Editor’s Note:  This article is contributed by Angel Fu, an analyst at Fenox Venture Capital, an early stage venture capital firm based in Silicon Valley. Raised in China, Angel came to the United States to attend the University of Pittsburgh and major in Accounting. Before joining Fenox, she worked in financial services industry in China and the United States, and her experiences include working in PwC, KPMG and GE. She is very excited to work in the venture capital industry and to meet, help, and write about entrepreneurs that are making their dreams come true.

Over the past decade, web and mobile apps have permeated our lives. A pervasive technology that has been working unobtrusively in the background is predictive analytics, which encompasses a variety of methods to predict consumer behavior. Pandora Radio is an example of predictive analytics helping listeners discover new music based on the songs we like or dislike. Another example is Google’s profiling of individuals by monitoring our clicks on search results while presenting us with advertisement that are more likely to turn into sales. To my surprise, predictive analytics have crossed over to the non-digital world and invaded the intimates’ section of women’s wardrobe.

Unbeknownst to some men, women find lingerie shopping a hassle. Searching for the perfect brassiere is a time-consuming and frequently futile exercise. While retail shop assistants are at hand to offer help, many find it embarrassing to stand half-naked in a fitting room with them. In the summer of 2011, after trying on 20 bras, Michelle Lam found herself leaving a department store embarrassed, frustrated, and empty-handed.  She realized that there needs to be a better way for women to shop for bras, and that frustrating experience inspired her to found True & Co., an online store for bra shopping.

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