The Very Group partners with True Fit to offer personalised size and fit guidance

The Very Group, which operates digital retailer Very.co.uk, has announced plans to improve customer experience by providing personalised size and fit guidance across its 300 fashion brands through a new partnership with True Fit.

The partnership will leverage on True Fit's AI-powered machine learning and individual preferences to optimises size and fit recommendation for customers. Very added that the platform will give customers greater confidence in choosing the right size and fit and reduce fit-related returns.

True Fit, which has 89 million active users and represents 17,000 brands globally, is the latest in a series of technology and talent investments from Very in 2022, as the company aims to boost its digital customer experience.

Matt Grest, Chief Information Officer at The Very Group, said: "We’re proud to announce this latest partnership, which is one of many we plan to make in tech and talent. As a multi-category retailer, we believe that great digital customer experience involves category-appropriate ways of choosing the right product for you. In fashion, that means confidently being able to choose the right size and fit. True Fit will give our customers that confidence and help us to reduce returns."

Sarah Curran MBE, Managing Director EMEA at True Fit, added: "We’re thrilled to be working with Very as its commitment to delivering best-in-class customer experience continues by building fit confidence and delivering high quality sizing recommendations. Whether it’s helping first-time shoppers have the confidence to convert, or helping returning customers discover new brands, our solution will help Very build trust in each and every path to purchase."