With e-commerce accounting for just 6.2% of beauty sales, it’s clear that the industry is still ruled by the high street. Offering an alternative to in-store assistants, My Beauty Matches uses a data-led approach to generate personalised product advice. Can it convince people to buy beauty goods online?

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?

The Apple Watch launched in April 2015 with an array of sensors to measure a user’s pulse, movement and location. Touted as a health and productivity aid, the watch is the most mainstream product to gather bodily data in the form of biometrics. But should brands know our every measurement?

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.