LK Bennett turns to True Fit's AI to improve e-commerce experience

British womenswear brand, LK Bennett, has onboarded True Fit, the leading AI platform that decodes size and fit for online customers, with the hopes to reduce returns and increase conversions. 

Founded in Wimbledon in 1990, LK Bennett has prided itself as a slow fashion brand creating investmentwear since the onset.

The retailer plans to leverage True Fit’s Fashion Genome, the broadest and richest globally connected apparel shopping platform, to build confidence in the buying journey and reduce fit-related returns. In turn, this promotes a sustainable business model and avoids clothing ending up in landfills.

Jessica Murphy, Founder and COO at True Fit, added: "LK Bennett is the epitome of elegant simplicity – and it is building that straightforward seamlessness into its shoppers’ buying journey with its keep-forever philosophy.

"As it evolves its sustainability efforts further, we are looking forward to unlocking data and insights from our solution to help it reduce returns, all while improving customer experience and conversion rates to drive repeat purchases."

True Fit’s recommendations are powered by the demographics, fit preferences and behaviour of millions of global shoppers. This data is enhanced by AI and continual machine learning.

LK Bennett will also utilize the cross-market data generated from True Fit’s Fashion Genome to better understand how its customers shop inside and outside of the brand. This data will inform range and category expansion as well as helping customers to shop in a diversified range of categories.

Darren Topp, CEO at LK Bennett, commented: "We want to be able to create white-glove experiences for our customers when they shop with us through any channel.

"Because our collections are designed to be keep-forever items, we want customers not only to love the quality and craftsmanship of our pieces, but also to have the confidence to purchase knowing the garment will fit them perfectly, based on their individual size preferences, when it arrives, improving customer satisfaction, whilst reducing returns."

True Fit has already been implemented on LK Bennett's UK e-commerce channel and will roll out the technology to its US and European sites later this year.