98%
reduction in fit related returns

Athletic Propulsion Labs steps up with AI powered fit guidance to increase revenue and reduce returns with True Fit

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About 

Based in Los Angeles, APL was founded in 2009 by former collegiate athletes and twin brothers Adam and Ryan Goldston. Today APL is globally recognized as the pioneer and innovator of the “luxury performance” category in men’s and women’s athletic footwear. Rooted in technology and innovation, APL revolutionized the footwear industry by offering the finest footwear that sits at the intersection of luxury and performance. 

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With its world-class patented technologies and its unique, innovative designs, APL has become a celebrity and influencer favorite of sneakerheads and is now stocked in over 300 luxury retailers, including Nordstrom, Harvey Nichols, Selfridges, Matches Fashion, Net-A-Porter and Mr. Porter. 

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Challenge

In 2019, APL first began its partnership with True Fit as it scaled its Direct-To-Consumer (DTC) business, with the goal of offering its shoppers AI powered fit guidance to build confidence into their buying journeys. APL leverages True Fit’s Fashion Genome™, the broadest and richest global connected AI fit platform, to provide best-in-class fit recommendations powered by the demographics, fit preferences and buying behaviors of millions of global shoppers. This data delivers high-fidelity size and fit guidance to 100% of traffic, from zero click product size guidance for all traffic to highly personalized fit recommendations to shoppers who register and create a True Fit profile. APL put data privacy protection at the core of its decision process. In selecting a trusted partner, not leveraging personally identifiable information (PII) to make fit recommendations was important. The True Fit platform met these requirements as part of its key value proposition to every consumer.

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Solution

Fast forward to today and the partnership continues to deliver value to both shoppers and the business with True Fit impacting conversion lift resulting in a significant uptick in site-wide revenue. APL has also significantly reduced returns, with a 15% reduction in returns from shoppers leveraging True Fit.

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“We know from the data that finding the right fit drives consumer loyalty and increases customer conversion. We choose 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. True Fit takes the guesswork out of the process making it easy for the consumer to determine their true size while reducing the likelihood of a consumer ordering and returning multiple sizes. We’ve also been impressed with how True Fit is always at the forefront of the digital fitting room by continuously innovating and inviting APL to partner early and often as part of the True Fit inner circle and family. It helps us keep pace with consumer expectations.” 

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NJ Falk

Managing Partner, APL

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