True Fit’s CEO, William R. Adler, was recently featured on the Sourcing Journal Podcast, in an episode titled “Delivering the Right Fit Every Time.” Adler was joined by Sourcing Journal’s Founder, Edward Hertzman and Alvanon’s Executive Director, Don Howard to discuss the ways in which companies across the retail sector are working to optimize customer personalization, and how True Fit’s technologies are improving each point of the customer shopping journey.
Adler describes True Fit’s continued purpose to help make shopping easier for customers and retailers. Through machine-learning algorithms, customers are able to receive product recommendations unique to their individual preferences.
“You sign up in one place, Macy’s, and go over to Under Armour and start seeing recommendations. In that, we’re learning about your body, style preferences, the brands you care about. And a combination of all that is how we understand the consumer on an individual level without knowing any personal data,” said Adler.
The Details are in the Data
True Fit currently has over 90 million registered users, and works with over 250 retailers and 17,000 brands. The scope of data True Fit has amassed grants retailers access to the world’s largest collection of customer and product data.
True Fit’s customer data translates to a detailed fashion map that creates relevant connections between customer wants and needs, and retailer manufacturing data. A single garment is broken down into 100-200 unique attributes, which True Fit uses to provide accurate recommendations. These recommendations are powered through True Fit’s Fashion Genome.
Adler said, “Ultimately, for 17,000 brands, we’ve broken their catalog. Attributes to us are all the color details, the fabrics, the way it drapes, the points of measure, the closures. Underneath our Fashion Genome is really a structured set of very detailed preferences for consumers, and very detailed attributes for clothing and shoes, and we use the power of AI to put it together to personalize the assortment to you wherever you are and whatever situation you might be in.”
"Underneath our Fashion Genome is really a structured set of very detailed preferences for consumers, and very detailed attributes for clothing and shoes, and we use the power of AI to put it together to personalize the assortment to you wherever you are and whatever situation you might be in."
With access to specific manufacturing data, True Fit is able to take exact measurements and style and fit details to ensure each customer’s preferences are met each and every time they shop.
Growing Markets within the Industry
Plus Size Brands and Markets have expanded across the retail industry with many women considering themselves in this size range. 35% of True Fit’s Genome data is from plus sizes.
The increase in Plus Size markets showcases the retail industry’s growing inclusivity and focus on tending to customers of all different sizes. Customers across all markets can be confident that True Fit can assist in helping expand the market and find new styles and products that appeal to the individual wants and needs of customers within the industry.
These are ways in which every customer receives a uniquely personalized experience, to help customers find product that they will not only love, but ultimately keep.
Listen to the full episode here.