Online Sizing Just Got a Whole Lot Easier with Help from Generative AI

We’ve all been there - you’ve found the perfect outfit for that special event or social occasion online.  But just before you click to checkout, there comes that familiar nagging feeling of doubt as you realize you don’t know which size will fit you best.  This is then followed by the time-consuming, and often confusing, task of trying to piece together size chart info or product reviews online.  This frustrating process ends up in you giving up on the garment, leaving you and your wardrobe without that key piece that would have completed your look. 

Luckily, shopping for clothing and footwear online just got easier, thanks to True Fit's latest innovation: Fit Hub.  This groundbreaking online fit tool, powered by Generative AI (Gen AI) and advanced statistical analysis, automatically consolidates all product fit information into simple size advice. No more navigating through a maze of size charts, product reviews or endless scrolling to find some guidance on fit – Fit Hub’s AI does the heavy lifting for you, so you can shop with confidence. 

"Fashion is personal, and fit is such an important part of why I love something and wear it time and time again.  Fit Hub utilizes generative AI to summarize and process fit and size information, making it simple for shoppers to buy what they love with confidence." 

Jessica Murphy, Co-founder and COO, True Fit 

True Fit is already a go-to favorite among 82 million shoppers and is already used by 29,000+ brands and retailers to provide AI-driven personal size recommendations that eliminate sizing confusion. Its AI uses insights from the 82 million shoppers already using True Fit and combines this with over 20 billion SKU-level product detail pages across a vast network of leading retailers. 

“For many years, we’ve been partnering with True Fit to bring personalization to our customer experience with AI, helping our shoppers to buy the right size, the first time, and avoid the disappointment and hassle of returns." 

Todd Coughlan, Senior Digital Analytics & CRO Manager, Boden 

However, a newer challenge has emerged for shoppers.  As retailers have rushed to provide a variety of fit and size-related data points to guide shoppers buying fashion online - from details in the product description, sizing charts, product reviews, product imagery, and True Fit’s personalized recommendation -  sometimes, these various points of size reference can be confusing, totally contradictory, or simply too hard or time-intensive to find.  

True Fit’s new Gen AI Fit Hub, the latest launch on True Fit’s acclaimed size and fit personalization platform, simplifies and demystifies this process for shoppers entirely.  Instead of hunting across multiple sources for sizing clues, Fit Hub brings together data from personal recommendations, reviews, size charts, sales and returns data, and product information, presenting it all in one convenient location on the retailer's product page. True Fit’s Gen AI does all the heavy lifting and legwork, analyzing and consolidating data from many sources, so shoppers don’t have to. 

Early consumer feedback has been overwhelmingly positive. A US consumer named Jade (24) comments about Fit Hub, “I wish all retailers had this.” Christian (49) remarks, “This makes it less stressful when shopping online.” Rachel (45) states, “This is a really useful tool. Seeing what actual customers bought if a style runs large makes me very confident I will buy the right size.” 

Forward-thinking fashion retailers have also been swift to bring True Fit’s AI to their online customers, including luxury brand St. John, as Robert Muzingo, its Director of Ecommerce, explains: "At St. John, we meticulously design each style to embody elegance and sophistication, ensuring a seamless harmony between the clothing and the wearer.  Through our partnership with True Fit and the integration of Gen AI and its Fit Hub solution, we can revolutionize how women experience luxury shopping online.”  

“Through the fusion of timeless St. John design and True Fit’s cutting-edge technology, we establish a new pinnacle of excellence in women's luxury retail, forging an unparalleled bond between the brand and our discerning clients. From a business standpoint, True Fit’s advanced technology significantly lowers return rates, ensuring attention to fit so our customers confidently find their perfect size, ultimately amplifying both customer satisfaction and our operational efficiency.” 

Robert Muzingo, Director of Ecommerce, St. John 

Fit Hub offers two complementary views to assist shoppers in making informed decisions: 

Item Sizing: This feature provides a summary of how shoppers are purchasing and keeping a particular product.  By analyzing sales and returns data, Fit Hub offers insights into whether shoppers typically buy their usual size or need to size up or down. Shoppers can even filter the analysis based on their own size range, receiving tailored advice on how others with similar body proportions have experienced the item. 

Fit Tips: Fit Tips offers easily digestible pieces of advice based on a synthesis of all available fit information.  From product descriptions to image analysis, Fit Tips provides shoppers with a comprehensive understanding of how a product is expected to fit.  This information is presented in simple terms, helping shoppers understand both the intended fit and how real shoppers are experiencing it. 

Underlying these new advancements in size and fit technology is True Fit’s recently released Fit Needs profile enhancement.  This new 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 proportions.  For example, a shopper can indicate that pants tend to fit them best when there is more room in the thigh, or tops fit them best when the torso is longer.  True Fit incorporates the signal from an individual shopper’s Fit Needs designations into its deep size personalization, and this data is also layered into the Fit Hub’s Item Sizing and Fit Tips to present to shoppers general guidance regarding how a particular style may be able to satisfy their fit preferences. 

True Fit's Fit Hub arrives hot on the heels of its recent collaboration with Shopify, a significant milestone in the fashion industry, which makes True Fit’s data and platform available for the first time to emerging brands and retailers.  Adoption by Shopify merchants has soared this year by 900% and True Fit users are now driving 27% of all orders on integrated Shopify merchants, which is driving +14% increased sales (GMV).  This illustrates how valuable these features are to shoppers and, in turn, how they help level the playing field for smaller merchants trying to compete with the capabilities of bigger retailers.   

With Fit Hub, True Fit aims to eliminate sizing guesswork for all shoppers, creating a better buying experience and enabling them to purchase apparel and shoes online with ease. Fit Hub will be rolling out to True Fit merchant partners in July. Sign up for True Fit and shop with confidence at hundreds of online stores today.