Lucy Lets Women Shop By Body Type

Portland, Ore.-based women's sports apparel retailer Lucy.com has revamped its web site, featuring Body Type Solutions, which allows women to pick apparel based on their body types. Shoppers can choose from eight virtual boutiques of athletic apparel for such body types as hippy, busty, curvy, boyish, plus size and pregnant. Lucy.com says it developed the shopping option based on customer feedback. Other new site features include shopping by sports category, including running, outdoor and yoga, as well as shopping by brand. Consumers also can download the web pages 19% faster thanks to careful use of graphics. The site reduced the shopping path from nine to seven pages, resulting in a 34% decrease in the total time it takes to traverse the site.