Princess Polly shared it is boosting its growth and rebuilding the brand’s sustainable future by providing customers with the right sizes to decrease returns and exchanges.

Furthering these efforts, it is leveraging True Fit’s AI technology which reportedly connects cross-market data from over 82 million shoppers (active users) and more than 20,000 brands, to guide Princess Polly customers to the right size based on their unique preferences.

This is also expected to contribute to a reduction in emissions associated with the transportation of returns, in line with the brand’s commitment to sustainability.

Princess Polly explained it chose True Fit because they pioneered AI size recommendations more than a decade ago and trusted that True Fit was best positioned to support fit recommendations across their extended sizing ranges, consisting of Curve, Tall and Petite, ensuring inclusivity and a perfect fit across its entire collection.

Melanie Huang, UX ecommerce manager at Princess Polly, believes by actively seeking solutions to the size-related pain points voiced by its customers, it can further enhance brand trust and loyalty in a customer-centric way.

Huang said: “We’re committed to meeting customers where they are – and that is evidenced in how we listen and respond to customer feedback, acting on the insights and data we have to continuously improve shoppers’ experiences.”

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Jessica Arredondo Murphy, co-founder and COO at True Fit added: “Princess Polly has long been a champion of inclusivity and bringing on-trend style in a sustainable way to all body types and sizes. Adding AI fit guidance across their sizing ranges is just another way it is making its collections accessible to all of its customers, helping them get the perfect fit for their unique and personal style every time.”

In August 2023 True Fit collaborated with small business website builder Shopify to help smaller fashion online retailers solve customers’ fit-related issues.