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True Fit Revolutionizes Online Apparel Shopping Through AI-Powered Fit Technology
True Fit, a pioneering size and fit personalization platform leveraging artificial intelligence, is reshaping the landscape of online apparel and footwear shopping by democratizing its groundbreaking Fashion Genome. In a recent partnership with the renowned e-commerce platform Shopify, True Fit aims to unlock a new era of personalized fashion experiences.
The Vision Behind True Fit’s Mission
True Fit’s core mission revolves around the utilization of AI to decode size and fit complexities, benefiting both consumers and apparel companies. The platform promises that shoppers will effortlessly discover clothing and shoes that not only suit their preferences but also fit impeccably. This commitment not only enriches the overall consumer journey but also yields substantial advantages for retailers, including heightened conversion rates, diminished returns, and enhanced customer loyalty.
The Evolving Landscape of Fit Technology
The recent foray of tech giants such as Amazon and Google into the fit-tech sphere represents a significant transformation in the realm of e-commerce. Amazon’s AI Fit Insights Tool, introduced in January, offers tailored size suggestions derived from diverse Amazon data pools encompassing orders, reviews, and returns. In contrast, Google’s AI-driven sizing tools leverage generative models to simulate clothing across various body shapes and skin tones but fall short of providing personalized size recommendations.
True Fit and Shopify: A Game-Changing Collaboration
The strategic collaboration between True Fit and Shopify marks a watershed moment in the fashion industry. While True Fit previously catered predominantly to prominent enterprise retailers and brands, the extension of its services to Shopify’s extensive network of merchants in late 2023 marked a pivotal shift. Consequently, the partnership has witnessed unprecedented growth, with a staggering 900% year-to-date adoption surge, including a notable 108% month-over-month merchant uptake. Presently, True Fit users account for 27% of order volume on integrated Shopify merchant sites, facilitating a remarkable average Gross Merchandise Value (GMV) upsurge of +14%.
By enabling the seamless accessibility of True Fit’s software and exclusive data to merchants of all scales, Shopify is empowering emerging brands to compete on par with tech behemoths like Amazon and Google. What once required enterprise merchants weeks to integrate can now be accomplished on Shopify in a mere day, sans any coding requirements. This strategic move equips budding brands with the requisite tools to excel in the ongoing user experience competition prevalent among industry giants, major retailers, and expansive marketplaces, each vying for consumer allegiance in the $2.2 trillion global apparel and footwear sector.
The True Fit Advantage: Unraveling the Fashion Genome
True Fit’s prowess emanates from its fusion of cross-market proprietary data showcased in its Fashion Genome and the network effects of its extensive integration footprint honed over numerous years. By standardizing 400,000 size variations across brands and 253 locales, True Fit amalgamates data from over 400 million consumers through 21 billion Annual Product Detail Page (PDP) views, spanning myriad brands and amassing over $300 billion in anonymized transaction data. Furthermore, True Fit fosters customer engagement, instigating over 2 million new registered users monthly across its network. As sizing uncertainties persist as the primary source of purchase hesitancy and friction in online fashion shopping, True Fit’s AI platform and data advantage serve as a catalyst for unlocking growth potential for large retailers, emerging brands, and merchants alike.
Raj Chandrasekaran, True Fit’s Chief Technology Officer, asserts, “In a realm where AI is ubiquitous, the differentiating factor lies in unique and proprietary data assets. True Fit’s Fashion Genome represents a distinctive platform cultivated meticulously over the years. This ‘unreasonable effectiveness of data’ underscores True Fit’s ability to provide reliable recommendations comprehensively. In the retail domain, trust reigns supreme.”
Future Trajectories and Industry Disruptions
As major tech firms and leading retailers pivot towards becoming personalized marketplaces, as evidenced by the recent WWD exclusive unveiling Nordstrom.com’s ambition to emerge as the ‘Spotify of Fashion’ via a novel Marketplace concept, True Fit’s platform and cross-market data repository poised to emerge as a potent asset for tech titans and merchants of all calibers, offering a distinct competitive edge. The Fashion Genome stands poised to drive enhanced personalization in style recommendations, elevate search functionalities with personal relevance, enable personalized size filtering to alleviate stockouts, fuel individualized outfit suggestions, and bolster smarter merchandising and product development strategies.
Accelerating Adoption and Merchant Benefits
The traction for True Fit’s solutions among Shopify merchants is palpable, with over 500 merchants currently leveraging the platform within a few months, a number slated to surpass 2,000 by the close of 2024. Esteemed brands such as APL, Princess Polly, Lozuri, and Frye stand testament to the transformative potential of True Fit’s innovative solutions.
NJ Falk, Managing Partner at APL, reflects on the platform’s impact on the clientele, noting, “True Fit has become a cornerstone in delivering a white-glove service by offering consumers accurate and personalized fit recommendations. This translates into enhanced consumer loyalty and augmented online conversion rates.” Rob Widdick, Co-founder and CEO of Lozuri, echoes this sentiment, emphasizing the reduction in return costs and environmental footprints engendered by integrating True Fit’s expertise.
Jessica Arredondo Murphy, Co-founder and COO at True Fit, underscores the platform’s enduring commitment to democratizing size and fit data for brands of all magnitudes, empowering every shopper with seamless access to personalized fashion experiences.
Merchants keen on revolutionizing their apparel and footwear offerings on Shopify can explore True Fit’s integration options and embark on a transformative journey fueled by the Fashion Genome’s unparalleled insights and AI capabilities.
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