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May 21, 2024
Venturebeat recently covered True Fit’s democratization of its Fashion Genome dataset in its recent partnership with Shopify, transforming the way consumers discover and buy clothing and footwear digitally.
The recent emergence of big tech companies like Amazon and Google in the fit-technology arena represents a significant shift in the ecommerce landscape. Amazon’s AI Fit Insights Tool, recently announced in January, offers personalized size recommendations based on a wealth of siloed Amazon data, including orders, reviews and returns. Google’s AI-powered sizing tools leverage generative models to simulate clothing on various bodies and skin tones, but doesn’t go as far as offering personalized size recommendations.
The recent collaboration between True Fit and Shopify, meanwhile, marks a significant milestone in the fashion industry. True Fit, having previously catered to large enterprise retailers and brands, extended its services to Shopify’s network of merchants in late 2023. Since then, the partnership has witnessed remarkable growth, with adoption soaring 900% YTD, including 108% MoM merchant adoption. Already, True Fit users represent 27% of order volume on integrated Shopify merchant sites, with an average Gross Merchandise Value (GMV) increase of +14%.
By making True Fit’s software and proprietary data easily available to merchants of all sizes, Shopify is doing what it’s always done, giving emerging brands more tools to compete with the capabilities of big tech like Amazon, Google and many others. Now, what used to take enterprise merchants many weeks to integrate, can be done on Shopify in one day, with no code. This is helping emerging brands compete in the UX-arms-race that’s afoot amongst big tech, major retailers and massive marketplaces, all vying to win consumers’ loyalty in a land grab on the consumer web’s final frontier– the $2.2T global apparel and footwear market.
True Fit’s super power is its combination of cross-market proprietary data (Fashion Genome) and the network effects of its massive integration footprint, cultivated over many years. By normalizing 400,000 size strings across brands and 253 locales, True Fit connects data from over 400 million consumers across 21 billion Product Detail Page (PDP) views annually, spanning tens of thousands of brands, and over $300 Billion of anonymized transaction data. Further, True Fit drives customer engagement and generates over 2 million new registered users every month across its network. As unsure sizing remains the number one source of purchase hesitancy and friction for online clothing shoppers, True Fit’s AI-platform and data advantage is already unlocking new growth for large enterprise retailers, and as well as emerging brands and merchants.
Looking forward, as more of the big tech firms and major retailers transition to becoming highly personalized marketplaces, like the WWD exclusive last week announcing, “Nordstrom.com is aiming to be the ‘Spotify of Fashion’ with New Marketplace”, True Fit’s platform and proprietary cross-market data set is on its way to be used by big tech and merchants of all sizes as a significant competitive advantage for enabling AI to be smarter, solving big challenges and opportunities beyond fit and sizing, like helping AI shopping assistants know how to break out from generic responses and make its advice more personally relevant.
It will also use the power of its Fashion Genome to better personalize style recommendations, enhance search with personal relevance, enable personalized size filtering (eliminating stockouts altogether which affect up to 55% of product listings), power personally relevant outfitting, and drive smarter merchandising and product development.
Demand for True Fit’s products with Shopify merchants is already evident, with over 500 merchants currently utilizing the platform in a matter of months, a number projected to surpass 2,000 by the end of 2024. Brands such as APL, Princess Polly, Lozuri and Frye are among those benefiting from True Fit’s innovative solutions.
Merchants selling apparel and footwear on Shopify can visit True Fit’s Shopify page to learn more about integrating True Fit into their stores and unlocking the full potential of the Fashion Genome.
