Athletic Propulsion Labs boosts e-commerce performance with True Fit AI powered fit guidance

Luxury performance trainer brand, Athletic Propulsion Labs (APL), has worked with True Fit to achieve a boost in e-commerce revenue while reducing fit related returns from those customers leveraging the latter’s recommendations.

APL first began its partnership with True Fit as it scaled its direct to consumer (DTC) business, with the goal of offering its shoppers fit guidance.

It now leverages True Fit’s Fashion Genome platform to provide fit recommendations powered by the demographics, fit preferences and buying behaviours of millions of global shoppers, and then enhanced by artificial intelligence (AI).  

This data delivers high fidelity size and fit guidance to 100% of traffic, from zero click product size guidance for all traffic to personalised fit recommendations to shoppers who register and create a True Fit profile.  

The partnership increased conversions resulting in a 2% uptick in site-wide revenue. APL also reports a 15% reduction in returns from shoppers leveraging True Fit.

NJ Falk, Managing Partner at APL, comments: “We know from the data that finding the right fit drives consumer loyalty and increases customer conversion.”

“We choose True Fit because consumers have a trust level with the brand.  It gives them confidence during the buying process as sizing can often seem complicated in the virtual world.”

“True Fit takes the guesswork out of the process making it easy for the consumer to determine their true size while reducing the likelihood of a consumer ordering and returning multiple sizes. “

“We’ve also been impressed with how True Fit is always at the forefront of the digital fitting room by continuously innovating and inviting APL to partner early and often as part of the True Fit inner circle and family.  It helps us keep pace with consumer expectations.” 

William R. Adler, Co-founder and CEO at True Fit, comments “Our latest research shows that behind jeans, footwear is one of the most difficult items to shop for online due to fit uncertainty. Because APL is broadly sought after by many different types of customers – from sports performance athletes at one end to luxury shoppers at the other - fit guidance is very helpful.”

“By using the Fashion Genome and APL customer data, we’re able to leverage powerful AI to connect APL shoppers to the incredible APL styles, in many cases creating APL customers for life. The APL team is top notch and it’s our true privilege to be their trusted partner and part of their extraordinary story.”