The fashion industry has undergone a significant transformation with the advent of AI-driven size and fit personalization platforms like True Fit. True Fit’s mission is to use AI to decode size and fit for both consumers and apparel companies. By doing so, they aim to enhance the consumer experience and provide benefits for retailers, such as increased conversion rates, reduced returns, and improved customer loyalty.
One notable development in the fit-technology arena is the emergence of big tech companies like Amazon and Google. Amazon recently announced its AI Fit Insights Tool, which offers personalized size recommendations based on a wealth of data from Amazon’s platform, including orders, reviews, and returns. On the other hand, Google’s AI-powered sizing tools leverage generative models to simulate clothing on various bodies and skin tones but falls short of offering personal size recommendations.
However, True Fit has made significant strides in the fashion industry through its partnership with Shopify. While True Fit previously catered primarily to large enterprise retailers and brands, they have extended their services to Shopify’s network of merchants. This partnership has witnessed remarkable growth, with adoption soaring 900% year-to-date and 108% month-over-month merchant adoption. True Fit users already represent 27% of order volume on integrated Shopify merchant sites, with an impressive average Gross Merchandise Value (GMV) increase of +14%.
Shopify’s collaboration with True Fit aligns with their mission of empowering emerging brands with the tools to compete against big tech giants like Amazon and Google. By making True Fit’s software and proprietary data easily accessible to merchants of all sizes, Shopify enables emerging brands to integrate True Fit’s capabilities in just one day without any coding. This move aims to level the playing field in the UX-arms-race among big tech, major retailers, and massive marketplaces in the $2.2 trillion global apparel and footwear market.
True Fit’s strength lies in its unique combination of cross-market proprietary data, known as the Fashion Genome, and its massive integration footprint. By normalizing 400,000 size strings across brands and 253 locales, True Fit connects data from over 400 million consumers and 21 billion Product Detail Page (PDP) views annually. This vast amount of data spans tens of thousands of brands and over $300 billion of anonymized transaction data. Additionally, True Fit generates over 2 million new registered users every month across its network.
The importance of data in AI-driven platforms cannot be understated. Raj Chandrasekaran, True Fit’s Chief Technology Officer, emphasizes the significance of unique and proprietary data in an AI-driven world. Trust is crucial in the retail industry, and True Fit’s Fashion Genome, cultivated over many years, allows them to provide trustworthy recommendations at scale.
Looking ahead, True Fit’s platform and proprietary cross-market data set will likely be used by big tech companies and merchants of all sizes as a competitive advantage. As major retailers transition into highly personalized marketplaces, True Fit’s data can enable AI to solve challenges beyond fit and sizing. For example, it can help AI shopping assistants provide personalized advice and break away from generic responses. The power of the Fashion Genome can also be harnessed to personalize style recommendations, enhance search with personal relevance, eliminate stockouts through personalized size filtering, enable personalized outfitting, and drive smarter merchandising and product development.
The demand for True Fit’s products among Shopify merchants is evident, with over 500 merchants already utilizing the platform in a matter of months. This number is projected to surpass 2,000 by the end of 2024. Brands like APL, Princess Polly, Lozuri, and Frye have all benefited from True Fit’s innovative solutions.
Merchants on Shopify who sell apparel and footwear can visit True Fit’s Shopify page to learn more about integrating their services and unlocking the full potential of the Fashion Genome. True Fit’s partnership with Shopify represents the next stage in their mission to democratize size and fit data, making confident sizing available to every shopper and brand.
Overall, True Fit’s AI-driven size and fit personalization platform, combined with Shopify’s network of merchants, is reshaping the fashion industry. By leveraging unique and proprietary data, True Fit is empowering retailers and brands of all sizes to compete with big tech giants and provide personalized shopping experiences for consumers.