British fashion retailer Lucy & Yak is launching an AI platform designed to help customers pick the right size when buying clothes online.

The technology, developed by True Fit, uses cross-market data from over 82 million shoppers and more than 20,000 brands to identify the best fit based on a customer's unique preferences.

“Enabling our shoppers to find the right size and fit, first time, is such an important part of our online buying journey – we want our customer experience to be easy, and for all customers to feel supported and confident when shopping our ranges, which is especially important when expanding into new locales or adding new sizing categories," said Sue Butterworth, head of technical and compliance at Lucy & Yak.

She added that the company is confident the move will help it reduce returns and operate more sustainability by removing some reverse logistics emissions.

Having already opened seven UK stores, including Brighton, Bristol and Manchester, Lucy & Yak recently expanded with a store opening in Cardiff.

The business, which has a combined social media following of more than 900,000 people, also has plans to open stores in the US.

Last year Shopify launched True Fit's AI tool across its e-commerce platform.

Merchants on the platform are now be able to connect their brand to True Fit’s Fashion Genome to support customers in finding the right size for apparel and footwear.

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