True Fit extends Google partnership to optimise data sharing

True Fit, a data-driven fit personalisation platform for fashion retailers and brands, has announced an extension of its partnership with Google Cloud to optimise data sharing.

The data platform is optimising how it serves and shares the data and analytics from its Fashion Genome, the world's largest connected dataset for fashion and apparel, with its retail and brand partners.

William R. Adler, CEO of True Fit, commented: "Our extended partnership with Google Cloud, which gives us the ability to offer retailers easier access to insights from important data sets, becomes even more pertinent in the context of the economic headwinds and uncertainty that we're seeing globally."

The company’s Fashion Genome brings together data from 80 million active members and over 17,000 brands, to unlock insights and serve fit personalisation to shoppers. The generated fit recommendations give customers confidence when making purchases.

In addition, it claims to assist retailers with improving the customer experience, drive conversion, increase revenue and reduce fit-related returns.

Carrie Tharp, Vice President, Retail at Google Cloud, said: "Retailers want to simplify how they manage and analyse data to generate more impactful insights for their business.

"Now that True Fit's Fashion Genome is more deeply integrated with Google Cloud, retailers can apply our technology to their most critical data sets to unlock new business value and create more personalised buying experiences for consumers."

True Fit is leveraging BigQuery, a cloud-based data solution, and Analytics Hub, a service within BigQuery that simplifies how data is served. This powers enhanced personalisation, making it even easier for brands and retailers to leverage the Fashion Genome to bring personalisation to customer buying journeys.

Raj Chandrasekaran, CTO at True Fit, added: "Optimising how data is served and powering more actionable insights through our Google Cloud integration means our retail partners can deliver great shopping experiences, higher conversion, and ultimately greater revenue. Our ability to process volumes of data and exchange data easily with our customers has been propelled forward by collaborating with BigQuery and Analytics Hub."

Last year, True Fit partnered with British active lifestyle clothing and accessories retailer FatFace as well as The Very Group and Hotter.