Fashion is personal: True Fit unveils Generative AI solution to help clothing shoppers find the perfect online fit

True Fit has announced the launch of Fit Hub, its new Generative AI (GenAI) solution that addresses retailers’ online fit challenges. 

This synthesises all available fit and size information from retailers’ product description pages (PDPs), from personal sizing recommendations, product reviews and user generated content (UGC), sales and returns, size charts and product information. 

It then blends these AI generated sizing cues with insight from True Fit’s Fashion Genome, an apparel dataset comprising 82 million shoppers and 29,000 brands.  

This allows Fit Hub to deliver accurate fit recommendations in one place on the retailer’s PDP, removing fit friction and size uncertainty from shoppers’ buying journeys, to improve conversions and loyalty. 

Jessica Murphy, Co-founder and COO, comments: “Fashion is personal, and fit is such an important part of why I love something and wear it time and time again.”

“However, the PDP, where consumers take a closer look at a specific item, is where shoppers end up hunting for clues for how something will fit their needs for their body, preferences and proportions.”

“We designed Fit Hub to synthesise all the details about the fit of a product and simplify it down to a few key points, so the shopper can consider their purchase more easily and have confidence to buy the right size, first time.”

Robert Muzingo, Director of E-commerce at luxury brand, St. John, comments:  "We meticulously design each style to embody elegance and sophistication, ensuring a seamless harmony between the clothing and the wearer.”

“Through our partnership with True Fit and the integration of Gen AI and its Fit Hub solution, we can revolutionise how women experience luxury shopping online.”

“Through the fusion of timeless St. John design and True Fit’s cutting-edge technology, we establish a new pinnacle of excellence in women's luxury retail. Its advanced technology significantly lowers return rates, ensuring attention to fit so our customers confidently find their perfect size, ultimately amplifying both customer satisfaction and our operational efficiency.”

“For many years, we’ve been partnering with True Fit to bring personalisation to our customer experience with AI, helping our shoppers to buy the right size, first time, and avoid the disappointment and hassle of returns,” says Todd Coughlan, Senior Digital Analytics & CRO Manager at Boden.