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FatFace partners with True Fit to enhance digital experience and reduce fit-related returns

Tom Bottomley
21 November 2022

British active lifestyle clothing and accessories retailer FatFace is partnering with data-driven fit personalisation platform True Fit to deliver size and fit guidance to shoppers, improve customer satisfaction and help reduce fit-related returns.

True Fit has been implemented on to the FatFace website by global digital commerce specialist, Astound Commerce, the retailer’s strategic integration partner, as part of its “ambitious digital transformation journey”.

The partnership utilises True Fit’s Fashion Genome, the world’s largest connected data set for apparel and footwear, which brings together data from 80 million active members and 17,000+ brands, to unlock insights and serve fit personalisation to shoppers, building customer loyalty and confidence in the buying journey.

Liam Price, Head of Digital at FatFace, said: “Adopting True Fit is about winning on two fronts – by improving conversion, revisit rates and average order value on the one side, and preventing returns on the other.

“It will help us continue to deliver on our promise to our customers, which is to help them find the products they are looking for, but also help them hold onto these items and keep them, because they are the perfect fit.”

Sarah Curran, Managing Director EMEA at True Fit, commented: “FatFace is a brand that recognises two essentials about online retail today. First, that consumers need assistance evaluating and understanding the fit of a brand when shopping digitally. Secondly, consumers have so many choices as they shop digitally.  Fit technology engenders long-term loyalty for shoppers who can now have a great first experience with a new brand or category.”

Internationally, True Fit is also helping FatFace to scale in its global growth markets, including in the US, by helping shoppers in those territories who are less familiar with the brand’s heritage and fit find the right garment based on their individual size and fit preferences.

FatFace will also leverage True Fit’s solution to unlock insights, data and analytics to improve fit consistency across its range and learn more about its customers’ preferences to provide greater personalisation over time.

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