British indie fashion brand Lucy & Yak deploys True Fit AI powered online fit recommendation engine

British independent clothing brand, Lucy & Yak, has leveraged artificial intelligence (AI) powered fit recommendations from True Fit.

It is using the company’s Fashion Genome offering, spanning over 82 million shoppers (active users) and 20,000+ brands, which delivers fit recommendations to online customers, based on their unique size and fit preferences. 

Since implementation, True Fit has generated over 294,000 fit recommendations for Lucy & Yak’s customers, which has boosted both conversions and revenues. Revenues per True Fit user have grown +541%, while conversions of the same cohort using the technology on Lucy & Yak’s site have more than doubled (+245%).

Sue Butterworth, Head of Technical and Compliance at Lucy & Yak, comments: “Enabling customers to quickly and easily find the right size and fit, first time and every time, is central to delivering online buying journeys where our customers feel supported and confident.”

“True Fit’s fit recommendation engine triangulates millions of data points, improving fit assurance, enhancing customer experience and growing conversions. It’s also helping us target reducing size related returns and size sampling behaviours, contributing towards our sustainability efforts.”

“We’ve also been able to use customer insights generated by the True Fit platform to make product improvements, using sizing data, such as height for example, to optimise the development of our ranges to align even closer to our customers, which has proved another key benefit of the solution,” Butterworth adds.

Jessica Arredondo Murphy, Co-Founder & COO at True Fit, says: “Lucy & Yak’s star is rising and it’s built its brand around sustainability, creating a community of customers that share its purposeful and joyful brand personality.”

“It’s been great to have been a small part of helping Lucy & Yak double-down on its expansion ambitions, and we look forward to supporting the brand through our partnership as it continues on its growth trajectory.”

2024 RTIH INNOVATION AWARDS

AI is a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by Scala, CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.