The San Francisco-based lingerie company launched in 2012 to solve one of women’s most misunderstood tasks: finding the correct bra size. With help from lingerie designer Nikki Dekker and an algorithmic “fit quiz,” True & Co. recommends bras based on the individual’s body and preferences. Co-founder and CEO Michelle Lam will explain how True&Co.'s focus on personalization and customer data has made it “the Netflix of bras" for more than 7 million women and attracted the attention of traditional apparel maker PVH Corp.