True Fit Launches “Fit Hub”: A Game-Changer for Online Shopping
For nearly two decades, True Fit has been transforming the online retail landscape with its AI-driven size and fit personalization tool, aiding countless retailers in enhancing customer experience. Now, the company is taking a significant step forward by introducing “Fit Hub,” an innovative tool designed to revolutionize how online shoppers find clothing that complements their body types.
Sizing challenges remain a significant hurdle for online consumers, contributing to an average return rate of 17.6% in e-commerce. To avoid the inconvenience of returns, shoppers often scrutinize product detail pages, searching for size charts, descriptions, and customer reviews to predict fit. With Fit Hub, True Fit focuses on helping consumers find well-fitting clothes on the first attempt, thus minimizing returns.
Fit Hub is engineered for efficiency; it aggregates all relevant information from product pages into a single platform, enabling shoppers to quickly access details about an item, boosting their confidence in selecting the correct size. The AI evaluates the size chart, product description, customer feedback, and sales and return data to provide tailored recommendations — such as advising a size 16 shopper whether to size down or confirming if a clothing item is true to size for size 4 wearers.
For an extra layer of personalization, users can create a True Fit account to share their style preferences and favored brands. Additionally, the hub features a “Fit Tips” tool, offering fitting advice like highlighting that a specific item fits best on customers with shorter torsos.
Jessica Arredondo Murphy, co-founder and COO of True Fit, stated, “We’ve reached a point of information overload regarding size and fit. A single website could present up to five different types of size and fit information. Our centralized platform synthesizes that guidance from across product pages, merging new insights with traditional advice to simplify the sizing experience for every shopper.”
Fit Hub harnesses a variety of generative AI models, including ChatGPT 4, GPT Vision, Gemini 1.5 Pro Vision, and several open-source models, allowing it to interpret visual and textual data in real time. The integration of Copilot is also employed in a limited capacity.
Arredondo Murphy emphasized that generative AI enhances the company's ability to process data at higher speeds and volumes compared to previous technologies. Additionally, the feature taps into True Fit's proprietary data set, “Fashion Genome,” which aggregates insights from 82 million shoppers and nearly 30,000 brands, including well-known names like Pacsun, Macy’s, Dick’s, LL Bean, and Lululemon.
Currently in beta testing with around a dozen brands, Fit Hub is set to roll out to all True Fit merchant partners next month.
While Amazon offers personalized recommendations through its AI-powered “Fit Insights” feature, Fit Hub strives to provide a more comprehensive experience.
True Fit plans to introduce additional filters to the hub later this year, such as “Shopper Insights,” which gathers data from previous shoppers to provide insights on product popularity among specific demographics, including age, height, and even bra size when applicable. Also on the horizon is a side-by-side fitting guide for comparing petite, plus-size, and regular product variations.
Another exciting feature in development is “Brand Sizing,” enabling frequent customers to align sizing with their prior purchases from favored brands. For example, the AI will correlate data from 200 previous purchases of a shirt with 500 other tops from the same brand to determine if the sizing remains consistent or if adjustments are needed.
In the long term, True Fit is also developing a generative AI chatbot to assist shoppers in discovering products and answering questions, such as, “What jeans suit people with muscular thighs?” This feature is still in the early development stages, currently limited to 1 million products.
Recently, True Fit partnered with Shopify to extend its services to businesses and merchants of all sizes. Previously catering solely to larger brands, this expansion means more companies can now leverage True Fit's no-code size and fit solution.
With innovations like Fit Hub, True Fit aims to transform the online shopping experience, making it easier and more efficient for consumers to find clothing that fits perfectly.
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