True Fit previously covered fashion socialite Tim Gunn's interview
with NPR's On Point
. The Emmy award-winning co-host of "Project Runway" discussed an important growth opportunity many retailers are missing—extended sizing options. One brand Gunn applauded for its use of True Fit's algorithm was Lane Bryant.
has positioned itself as a trailblazer in fashion-forward plus size clothing. The brand creates trendy styles for an often-overlooked sector of the fashion industry. Providing customers with style and fit—not just size—is one of the driving forces behind the brand's continued success. In an effort to encourage unique style, Lane Bryant is working to better understand the true wants and needs of its customers.
True Fit recently attended Lane Bryant's first-ever Fashion Fair as the sole innovation partner present. The brand invited 400 top-shoppers to its headquarters in Columbus, Ohio, in order to increase customer engagement and feedback.
Customers at The Fashion Fair met with all of Lane Bryant's merchandising departments—including accessories, shoes, denim and activewear. True Fit's Brand Manager Sonja Eaton and Client Success Manager Rachel Ferguson discussed True Fit's technology and were able to learn existing customer's experiences with the service. The event allowed True Fit to align with customer's needs and generate more users on the platform.
True Fit's partnership with the brand began in September 2017. Lane Bryant effectively used email marketing efforts to promote True Fit's algorithm and raise registration rates by 286%. Currently, the two are working together on a new 'Bra Finder' initiative, which aims to provide accurate bra recommendations based on fit and style.
True Fit has partnered with other Plus-Size brands as more companies extend their sizing to include a greater range of customers. Earlier this year, LOFT
introduced a new Plus range
which includes sizes 16-26.
Improved data has helped many retailers learn about the different needs of their unique customers. According to an article published on Racked
, "Plunkett Research
estimates that 68 percent of American women wear a size 14 or above, up slightly from the frequently cited 67 percent figure it found in 2012."
also revealed, "The discrepancy between what’s available — and what shoppers are buying — online versus in store was a frequent theme that emerged. Among brands that sell through both channels, all said that their most popular sizes tend to skew higher online than in stores."
Data analysis proves how retailers miss a large market of potential clients by only offering "straight-sizes." The popularity of online shopping has also left many retailers looking for ways to improve customer satisfaction. For brands like Lane Bryant, the use of True Fit's algorithms in combination with customer engagement initiatives like The Fashion Fair and email marketing ensures customer's confidence in finding stylish clothes that fit!
Thank you for having us, Lane Bryant!