FatFace is partnering with True Fit to help customers find the correct size and improve their digital shopping experience.

True Fit is a digital fitting room solution which helps consumers find the right sized clothing and footwear.

The clothing retailer will use the company’s Fashion Genome, a collection of data from 80 million users and over 17,000 brands to personalise fit to shoppers.

FatFace, which said the platform will reduce fit related returns, will use the technology to scale in other countries, including the US.

FatFace said it will use the tech to improve fit consistency across the range and reach out to customers in countries who are unfamiliar with the brand.

Commenting on the news Liam Price, head of digital at FatFace, said: “Adopting True Fit is about winning on two fronts – by improving conversion, revisit rates and average order value on the one side, and preventing returns on the other.”

He added: “It will help us continue to deliver on our promise to our customers, which is to help them find the products they are looking for, but also help them hold onto these items and keep them, because they are the perfect fit.”

Earlier this year Bridgepoint, the parent company of FatFace, reportedly assessed the possibility of selling the business, having purchased the company in 2007 for £360 million.

Share Story: