Asos launches machine learning-powered Fit Assistant

Asos has announced the global roll-out of its sizing tool, Fit Assistant.

Using machine learning, the pureplay can now provide bespoke sizing recommendations on its product pages. Its native in-app tool does this based on previous purchases and returns. If the customer chooses to answer three short questions about their height, weight and fit preference, a more accurate result will be displayed.

Andy Berks, Digital Product Director at Asos, says: “We want to do all we can to make sure our customers are getting the right size, first time. This is where Fit Assistant comes in – we can now offer personalised size recommendations across our collections, exclusive labels and fashion favourites. Ultimately, we’re here to make our customers’ lives easier, giving them the confidence to shop with us and minimising the risk of disappointment when their parcel arrives.”

The retailer has been experimenting with machine learning tools for some time, for instance, Your Edit, Style Match and the You Might Also Like carousel on product pages.