Dive Brief:
- True Fit, an artificial intelligence platform that helps customers determine their size and fit, has partnered with e-commerce platform Shopify Inc., True Fit announced Monday.
- Financial details of the deal weren’t disclosed, and a spokesperson for True Fit said in an email that the company plans to be part of Shopify's marketplace perpetually.
- Boston-based True Fit has 82 million active users and hosts hundreds of retailers across menswear, womenswear, children’s, footwear, swim and intimates categories, per the release.
Dive Insight:
True Fit’s tech, which the company calls the Fashion Genome, is meant to eliminate shopper hesitation around fit and sizing. The tech appears on a brand’s website and prompts users to select their weight, height and age and select other brands that “fit them best” and tells consumers what sizes will fit best based on their responses.
ZoomInfo estimates its annual revenue is $21 million. Early adopters of the partnership include Greyson, PGA Tour and Toast are early adopters of the partnership. Pricing for brands to integrate True Fit with Shopify ranges from $250-450 a month, depending on a company’s annual page views.
“By opening up the power of the Fashion Genome's machine learning and artificial intelligence data engine to merchants of all sizes on the Shopify platform, we will accelerate merchant growth through frictionless digital discovery and consumption," William Adler, president and CEO of True Fit, said in the release. “It is our mission to democratise access to the Fashion Genome and artificial intelligence widely across the industry, helping millions of consumers connect to the brands they love. True Fit builds trust between shoppers and brands with deep learning, and in doing so helps merchants cultivate loyal first party audiences, rich consumer preference patterns, and key product fit insights that all help to optimise a profitable growth business.”
The partnership positions True Fit to be available to thousands of additional brands, including small merchants just starting their business, the spokesperson said.
Some of True Fit’s clients have included Kate Spade, 7 For All Mankind and LK Bennett.
Meanwhile, Shopify caters to both small businesses and larger brands, and it netted 2022 revenue of $5.6 billion. Some of its clients have included Allbirds, Gymshark and Bombas. It has undergone changes as of late, including selling the majority of its logistics business to Flexport in May and laying off 20% of its staff as a result.
