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ASOS launches Fit Assistant to help customers get the right size, first time

Lauretta Roberts
19 November 2018

ASOS has announced the global roll out its sizing tool, Fit Assistant, across its app, which helps customers to buy the right size product, first time.

Power by Fit Analytics, Fit Assistant employs machine learning to offer bespoke sizing recommendations across its product pages, based on previous purchases and returns. If the customer chooses to answer three short questions about their height, weight and fit preference, a more accurate result will be displayed; this is especially useful for new customers.

Andy Berks, Digital Product Director at ASOS commented: “We want to do all we can to make sure our customers are getting the right size, first time. This is where ASOS Fit Assistant comes in – we can now offer personalised size recommendations across ASOS collections, exclusive labels and fashion favourites. Ultimately, we’re here to make our customer’s lives easier, giving them the confidence to shop with us and minimising the risk of disappointment when their ASOS parcel arrives.”

The young fashion etail giant has been experimenting with machine learning for some times with tools such as Your Edit, Style Match and the "You Might Also Like" carousel on product page.

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