Over the last two years, Lululemon has developed a way to identify and measure each person’s unique pattern of movement. Until now, the entire sportswear industry–Lululemon included–recommended products based on the customer’s size and a specific activity. For instance, the brand would create bras for high-impact sports, like running, and then include more compression in bras for larger-busted women, who experience more breast movement. But when Lululemon carried out its own research, it found that two women with a 36C bra size experienced different breast motion as they moved. Read more at Fast Company.