Additional subscribers set to participate in the B2B start-up include Fashion500.com, SmartCasual.com, Ocean Pacific, Puma International and Seattle Pacific Industries, whose brands include Union Bay and Sergio Valente.

Ernesto Aguirre, chief executive officer of TheRightSize, told WWD Friday that the site will go live at the end of September. The service is designed to benefit businesses by sharply curtailing consumer returns because of improper fit. According to the San Francisco-based company, the costs associated with fit-related returns are estimated to reach $35 billion by 2003, up from $25 billion in 1998.

TheRightSize uses a patent-pending “Rosetta Stone” technology that can make accurate fit recommendations in a variety of brands and styles by computing data given by consumers on their measurements and tastes.

“It's artificial intelligence,” Aguirre explained. “The technology is currently used for predicting weather. If you give it certain parameters, (the technology) can predict what is going to happen weather wise. "In our application," Aguirre continued, “you tell us what you have in your closet, what you like and what fits you best. We can predict what other things you would like and what is likely to fit you.”

Aguirre’s company hosts the application on the sites of its business partners. In the case of JCPenney.com, for example, shoppers who log on will see a link to TheRightSize engine where they can register their preferences and data. When done, Aguirre explained, shoppers are immediately taken back to the original site where they can continue browsing.

“The data is already on file, so I can ask the J.C. Penney site what jeans would be best for me,” the CEO said. “The system is real time and would recommend three or four styles instantaneously.”

Although TheRightSize is starting with apparel, the company will add footwear to the application when it upgrades its systems in January 2001. “It has a use for everything that is size-related including sporting equipment,” Aguirre said. He noted that the system can help consumers pick the right tennis racket based on a consumers weight, height, strength and other preferences.