One third of shoppers say jeans are the hardest garment to buy because it's very difficult to find the perfect fit. Offering 400 sizes, start-up Qcut promises a product that will fit 99% of women, disrupting the apparel industry and destroying one-dimensional body image ideals.

The ‘intimate apparel’ market in the US is worth $11 billion, and Victoria’s Secret accounts for half it. But according to online bra retailer True&Co, only one in five women is looking for the kind of bra that Victoria's Secret sells. So what bras do women really want to wear?

While some fashion labels are going out of their way to provide the most custom fit size for their customers, more and more ‘one size fits all’ stores are popping up across the US – and they're making money, too. But can one size really cater to all women?

In just five years, Shoes of Prey customers have personalised over 10 million pairs of shoes, from ballet flats to gladiator heels, and annual revenue is nearing $10 million AUD. But what makes designing your own pair of snakeskin peep-toe wedges so appealing to Australian women?