True Fit , an AI-driven size and fit personalization tool that has provided sizing recommendation solutions to thousands of retailers for nearly 20 years. Now, the company is moving into the generative AI space with a new tool called Fit Hub, designed to improve the way online shoppers find clothing that fits their body.
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Sizing issues continue to be one of the main causes of friction among online consumers, with the average return rate for e-commerce products at 17.6%. Many customers do their best to avoid returns by carefully reviewing size charts, descriptions, and customer reviews on product detail pages to assess the fit of clothing.up to dateTools, True Fit is committed to helping consumersFirstWear clothes that fit you best for the first time and reduce returns.
Fit Hub aims to be a less time-consuming solution that consolidates all the information on a product page into one place, helping shoppers quickly understand the item and buy the right size with more confidence. The AI analyzes size charts, descriptions, customer reviews, and sales and return data. It can determine whether a size 16 shopper should size down, or if someone wearing a size 4 should buy their actual size.
For further personalization, users can create a True Fit account and share preferences such as specific styles and brands they like.
There’s also a tool called “Fit Tips” that provides fit suggestions, such as telling customers that a certain item is best suited for someone with a shorter stature.
“We’ve reached a point where we’re almost experiencing information overload when it comes to sizing and fit,” Jessica Arredondo Murphy, co-founder and COO of True Fit, told TechCrunch. “On any given site, you might see up to five different forms of sizing and fit information… We have a centralized place that synthesizes recommendations from product detail pages, combines new insights with traditional recommendations, and then simplifies sizing and fit understanding for a variety of shoppers.”
Fit Hub leverages several generative AI models — ChatGPT4o, GPT Vision, Gemini1.5Pro Vision model, and various open source models — to understand vision and text in real time.
Arredondo Murphy explained that generative AI enables the company to process data at a much faster rate and with greater capacity than True Fit’s previous AI technology.
The feature also leverages True Fit’s cross-market proprietary dataset, “Fashion Genome,” which brings together data from 82 million shoppers and nearly 30,000 brands such as 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 rolled out to all True Fit merchant partners next month.
While Amazon offers similar personalized recommendations with an AI feature called "Fit Insights," Fit Hub appears to go a step further.
True Fit plans to introduce more filters to the platform later this year. For example, “Shopper Insights” collects data from past shoppers and provides insights such as whether a product is popular with a certain age group, height, or even chest size (depending on the product). It will also provide a side-by-side chart that lets shoppers visually compare the differences between mini, plus, and regular versions of the same product.
Another upcoming tool, called Brand Sizing, will help frequent shoppers compare sizing with previous purchases from their favorite brands. For example, the AI will cross-reference 200 purchases of a shirt with 500 other tops from the same brand to determine if it’s a “usual size” or if the shopper should size up or down.
On the longer-term roadmap, True Fit is also building a generative AI chatbot to help shoppers discover products and ask specific questions, like “Which jeans are best for someone with muscular thighs?” The feature is still in its early stages and is currently limited to 1 million products.
True Fit recently partnered with Shopify to bring its services to businesses and merchants of all sizes. The company previously only served big brands, so this means more companies will have access to its code-free sizing and fit solutions.