What kind of size guidance does True Fit provide?

True Fit delivers intelligent size guidance directly within the shopping experience. Guidance can be general—reflecting how a product typically runs—or personalized to the individual shopper, and is surfaced automatically by the agent to help shoppers feel confident about fit at the moment they’re deciding to buy.

Does size guidance require shopper interaction?

No. True Fit often provides size guidance automatically, without requiring any action from the shopper. When additional context is helpful, the agent may invite the shopper to share a bit more detail to deliver a more personalized recommendation—always designed to minimize friction.

How does True Fit determine size guidance?

Size guidance is powered by decades of fit expertise and the world’s largest structured fit dataset, built from real purchase, return, and keep data across a global network representing over 65% of the fit-technology market—creating a depth and breadth of fit intelligence unmatched in the industry.

How does True Fit personalize size recommendations?

True Fit generates a single, clear size recommendation tailored to each shopper. The agent accounts for individual body characteristics, past purchases, and preferences for how clothing should fit, such as looser or more tailored.

How does True Fit build trust in its recommendations?

The agent reinforces confidence by grounding guidance in real purchase-and-keep behavior from similar shoppers, helping customers understand that recommendations are based on what actually works in the real world.

How does the agent learn over time?

The agent continuously learns from natural shopping behavior, refining its understanding of fit preferences over time to deliver increasingly accurate recommendations across sessions and retailers. It learns from real purchase and return outcomes, deepening its understanding of which combinations of garment attributes and shopper characteristics lead to successful fit decisions.

Does True Fit support international shoppers?

Yes. True Fit supports regional size systems, local size conventions, product categories, and languages across global markets.

Which categories does True Fit support?

True Fit provides size guidance across all major apparel and footwear categories, including menswear, womenswear, children’s apparel (2T and up), unisex, tops, bottoms, dresses, suiting, swimwear, intimates, and footwear.

True Fit | Fit & Sizing Intelligence for Retailers, Enhanced by AI

True Fit intervenes or pre-empts those moments of doubt to guide every decision

Shopper Hesitation

Shoppers pause at the most critical moment in the journey: “Will this actually fit? Why did it show me this item, if it's not even available in my size? Should I buy two sizes? Will I regret this?”

Agentic Intervention

True Fit’s shopping agent lives in those moments of doubt, using a deep foundation of real fit and sizing data to guide every decision.

Business Transformation

By catching or even pre-empting shopper hesitation and fixing dead-end experiences, True Fit turns shopper doubt into business growth: more finished carts, fewer fit-related returns, and stronger repeat revenue.

True Fit turns hesitation into higher conversion, fewer fit-related returns, and more confident repeat buyers.

"We've been having conversations about returns internally and True Fit has proven to be a great way to decrease returns and bracket buying."

Senior Digital Merchandising Marketing, Lands End

“We know from the data that finding the right fit drives consumer loyalty and increases customer conversion. We chose True Fit because consumers have a trust level with the brand. It gives them confidence during the buying process as sizing can often seem complicated in the virtual world.”

Senior Digital Merchandising Marketing, Lands End

“In working with True Fit, we’re excited to leverage their data to learn more about our shoppers’ fit preferences, allowing us to drive a virtuous circle of value for our customers.”

UX Ecommerce Manager, Princess Polly

Up to 40%

reduction in fit-related returns

1-2% site wide conversion lift

measured against control group in A/B tests

4%

incremental revenue lift

4x

conversion rate lift

4x

conversion rate lift

3x

conversion rate lift

Get a Demo

Built on data competitors can’t replicate.

True Fit combines years of real fit and returns data with an AI-driven, shopping agent and fashion intelligence layer to deliver precise, shopper-specific fit decisions, in the moment of shopper doubt, that other solutions simply can’t match.

Generic Shopping Agents

All generalize, and have access the same inconsistent public data.

Legacy Fit Tech

Old fit tech stops at size charts and similar products.

Ratings & Reviews

Ratings and reviews only tell you what worked for someone else and require the customer to do the work.

Get a Demo

No Contest when it comes to size and fit

Generic Shopping Agents

All generalize, and have access the same inconsistent public data.

Legacy Fit Tech

Old fit tech stops at size charts and similar products.

Ratings & Reviews

Ratings and reviews only tell you what worked for someone else and require the customer to do the work.

Get a Demo

Why Leading Retailers Choose True Fit

True Fit's Structured Data Advantage

Unrivaled experience and proprietary structured data for fashion.

Years of real purchase and return behavior across apparel and footwear.
Learns from what hundreds of millions of shoppers actually keep across market, not just what they click.

Scale of Fit & Style Intelligence

A fit & style data foundation that allows our agent to act with confidence.

65% marketshare in size & fit solutions. (bigger than all others combined)
80M+ active users, 540M+ products.
$616B in annual transaction value informing recommendations.

Proven Commercial Outcomes

Returns are the entry pain. Conversion lift is the enduring value.

1-2% sitewide conversion lift
Up to 40% reduction in fit-related returns when guidance is followed
Shoppers are twice as likely to return after good fit experience

Get a Demo

Why Leading Retailers Choose True Fit

True Fit's Structured Data Advantage

Unrivaled experience and proprietary structured data for fashion.

Years of real purchase and return behavior across apparel and footwear.
Learns from what hundreds of millions of shoppers actually keep across market, not just what they click.

Scale of Fit & Style Intelligence

A fit & style data foundation that allows our agent to act with confidence.

65% marketshare in size & fit solutions. (bigger than all others combined)
80M+ active users, 540M+ products.
$616B in annual transaction value informing recommendations.

Proven Commercial Outcomes

Returns are the entry pain. Conversion lift is the enduring value.

1-2% sitewide conversion lift
Up to 40% reduction in fit-related returns when guidance is followed
Shoppers are twice as likely to return after good fit experience

Features and Capabilities

| Podcast

Featured on Retailgentic:
The Fit Intelligence Layer for Agentic Commerce

| Podcast

Featured on Retailgentic:
The Fit Intelligence Layer for Agentic Commerce

The Decision Moment is where Agentic Commerce is Won or Lost

"We've been having conversations about returns internally and True Fit has proven to be a great way to decrease returns and bracket buying."

“We know from the data that finding the right fit drives consumer loyalty and increases customer conversion. We chose True Fit because consumers have a trust level with the brand. It gives them confidence during the buying process as sizing can often seem complicated in the virtual world.”