True Fit, an AI-powered size and fit personalization tool, has been providing size recommendation solutions to thousands of retailers for nearly two decades. Now the company is branching out into the generative AI space with a new tool called “Fit Hub,” which aims to make it easier for online shoppers to find the right clothes for their body type.
Size issues remain one of the biggest sources of friction for online consumers, with an average e-commerce return rate of 17.6%. Many customers carefully study size charts, descriptions, and customer reviews on product detail pages to determine how a garment will fit and avoid returns. TrueFit is our latest tool, focused on helping consumers buy the right fit, first time, with minimal returns.
Fit Hub aims to be a time-saving solution by consolidating all the information on a product page in one place, allowing shoppers to quickly understand a product and feel confident they're buying the right size. AI analyzes size charts, descriptions, customer reviews, and sales and return data. It can then determine whether a shopper who's a size 16 should size down or if the size is appropriate for someone who's a size 4.
For even more personalization, users can create a True Fit account and share specific styles, brands, etc. they love, depending on their preferences.
There's also a “Fit Tips” tool that offers fitting advice, such as telling customers that a particular item is best suited for someone with a shorter torso.
Jessica Arredondo Murphy, co-founder and COO of True Fit, told TechCrunch, “There's almost information overload when it comes to sizing and fit. On any website, there are up to five different pieces of information about sizing and fit. We aggregate information from across product detail pages in one place, combining new insights with traditional advice to make sizing and fit easy for every type of shopper.”
Fit Hub leverages several generative AI models for real-time visual and text understanding, including ChatGPT 4o, GPT Vision, Gemini 1.5 Pro Vision models, and various open source models, with Copilot used in a limited capacity.
Arredondo-Murphy explained that generative AI will enable True Fit to process larger volumes of data at faster speeds than its previous AI technology could handle.
The feature also leverages True Fit's proprietary cross-market dataset, “Fashion Genome,” which combines data from 82 million shoppers and nearly 30,000 brands, including Pacsun, Macy's, Dicks, LL Bean and Lululemon.
Fit Hub is currently in beta testing with about a dozen brands and is expected to be available to all True Fit retail partners next month.
Image credit: True Fit
Amazon offers similar personalized recommendations with its AI-powered “Fit Insights” feature, but Fit Hub appears to offer even more in-depth functionality.
True Fit plans to introduce additional filters to the hub later this year. For example, “Shopper Insights” will collect data from past shoppers to provide insights like whether a product is popular with certain age groups, heights, and even bra sizes (varies by product). It will also feature side-by-side charts, allowing shoppers to visually compare the difference between petite, plus, and regular sizes of the same product.
Another upcoming tool is called “brand sizing,” which helps frequent shoppers compare sizing to previous purchases from their favorite brands. For example, the AI will cross-reference 200 past purchases of a shirt with 500 other tops from the same brand to determine whether it's a “normal size” or if the shopper would like to size up or down.
On the longer-term roadmap, True Fit is also building a generative AI chatbot to help shoppers find products and ask specific questions like, “Which jeans suit people with muscular thighs?” The feature is still in early development and is currently limited to 1 million products.
True Fit recently partnered with Shopify to serve businesses and merchants of all sizes, making its code-free size and fit solution available to more businesses than the company previously only catered to larger brands.