For nearly two decades, True Fit has been the go-to AI-powered solution for size and fit personalization, serving thousands of retailers. Now, the company steps into the realm of generative AI with its innovative “Fit Hub.” This new tool is designed to transform how online shoppers find clothing that fits their unique body types.
One of the persistent challenges for online shoppers is sizing, a major contributor to the average e-commerce return rate of 17.6%. Many customers strive to avoid returns by scrupulously reviewing size charts, descriptions, and customer reviews. True Fit’s latest tool endeavors to streamline this process, aiming to help consumers find the right fit on the first try, thus reducing returns.
Fit Hub consolidates all the necessary information from product pages into a single, user-friendly interface. By analyzing size charts, descriptions, customer reviews, and sales and return data, the AI can advise if a size 16 shopper should size down or if a size 4 item is true to size. This approach saves time and boosts buyer confidence.
Users can enhance the personalization experience by creating a True Fit account and inputting their measurements. Additional support comes from the “Fit Tips” tool, which provides tailored advice, like recommending items that fit best on consumers with shorter torsos.
Jessica Arredondo Murphy, True Fit’s co-founder and COO, emphasized to TechCrunch, “We’ve reached a point of information overload concerning size and fit. On any given website, you may encounter up to five different forms of size and fit information… We offer a centralized location to synthesize this guidance from product detail pages, blending new insights with traditional advice to simplify size and fit understanding for all shoppers.”
Fit Hub utilizes several state-of-the-art generative AI models, including ChatGPT 4.0, Gemini Pro Vision, Copilot, and various open-source models, to process vision and text data in real time. Arredondo Murphy noted that generative AI enables True Fit to handle data at unprecedented speeds and volumes, surpassing the capabilities of prior AI technologies.
Additionally, Fit Hub leverages True Fit’s proprietary “Fashion Genome,” a comprehensive data set encompassing information from 82 million shoppers and nearly 30,000 brands, such as Pacsun, Macy’s, Dicks, LL Bean, and Lululemon.
Currently in beta testing with around a dozen brands and limited to 1 million products, Fit Hub is expected to become widely available to retailers next month.
While Amazon offers AI-powered “Fit Insights” for personalized recommendations, Fit Hub seems to delve deeper into the data.
True Fit has plans to introduce more features to Fit Hub later this year. “Shopper Insights” will analyze past shopper data to provide recommendations based on age, height, and even bra size. Another feature, “Brand Sizing,” will help frequent shoppers compare sizing across their favorite brands by cross-referencing past purchases, offering advice on whether to size up or down.
In the long-term, True Fit is developing a generative AI chatbot to help shoppers discover products and ask specific questions, like, “What jeans fit better for people with muscular thighs?” This feature is still in early development.
True Fit has recently partnered with Shopify to extend its services to businesses and merchants of all sizes. Formerly accessible only to large brands, this collaboration will allow more companies to implement True Fit’s no-code size-and-fit solution.
By leveraging the power of generative AI, True Fit is poised to revolutionize the online clothing shopping experience, ensuring that consumers find their perfect fit with ease and confidence.
