True Fit’s Fit Hub uses GenAI to synthesise all available fit and size information from retailers’ Product Description Pages (PDPs), from personal sizing recommendations, product reviews and User Generated Content (UGC), sales & returns, size charts and product information.  It then blends these AI-generated sizing cues with insight from True Fit’s Fashion Genome, the world’s largest connected 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. 

According to the British Fashion Council, returns represent a £7bn issue for UK apparel retailers, with sizing and fit cited as one of the most common reasons for return.

Jessica Murphy, co-founder and COO at True Fit, says: “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.”

Fit Hub’s new ‘fit-experience’ for shoppers presents a single, unified size understanding and fit intelligence within two complementary views:

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  • Item sizing – A summary of how shoppers are buying and keeping a particular product; whether they are purchasing their typical size, or may need to size up or size down. This analysis is informed by all sales & returns data by True Fit shoppers, which typically account for >20% of all transactions of an item, providing a strong representative sample into shopper behaviours compared to ratings and reviews alone. Additionally, shoppers can filter the analysis to focus on their own area of the size range, providing trusted and accurate advice on how others with similar body proportions bought and kept the item.
  • Fit tips – Easily consumable pieces of advice that shoppers should consider when evaluating how a product will fit. Fit tips synthesise all available fit information, from PDP text, catalogue data, product reviews and size charts, to product image analysis, body measurements of shoppers purchasing and returning the item. This is then blended with the full depth of True Fit’s proprietary Fashion Genome, which comprises data on more than 20bn fashion SKUs across 29,000 brands. These data points are brought together leveraging several Gen AI solutions and presented in simple terms, helping every shopper understand not only a product’s intended fit, but also how real shoppers are experiencing that product’s fit.

The Fit Needs profile enhancement feature allows shoppers to identify key areas of garments that they deem important to ensure they get a high-quality fit for their specific body type. 

Todd Coughlan, senior digital analytics & CRO manager at Boden, added: “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.”

In May 2024, fashion brand Princess Polly announced it would be leveraging True Fit’s AI-based technology to build an AI-powered size and fit recommendation tool to increase shopping conversions and drive down returns.