Zalando launches new size personalisation feature

European online retailer Zalando has reinforced its commitment to innovation, launching a size personalisation feature that utilises fit information, regardless of whether or not they were purchased from Zalando.

With the new “In your sizes” feature, consumers now have the added benefit of not only receiving size advice on a product detail page at the point where they are making a selection, but also having their personalised size recommendations applied to the catalogue. For example, if a customer is browsing dresses, they will only see items available in sizes that will fit.

With the similar “In your brands” feature, consumers can follow brands on the site and have these preferences reflected in the selections that appear at the top of searches.

Zalando's Size and Fit VP Stacia Carr said: "Tackling Size and Fit is a win-win-win. It provides a more tailored experience to the customer where they have less hassle, hopefully resulting in purchases of clothing that they love to wear – because it fits them. From a sustainability perspective, what we are looking at in the near-term is a reduction of CO2 emissions per shipping. Our goal is to have fewer parcels being shipped back and forth because something is ill-fitting.

"Long-term, I believe that Size and Fit can address some of the inefficiencies in the supply chain, where brands are producing items for customers whose bodies they don’t really know. If we can reconnect the creator and the consumer, brands will have a better idea of who they are making clothing for. This, in turn, fuels their capacity to produce products that accurately fit their customers. Tackling Size and Fit should drive waste reduction in the fashion industry in terms of what gets produced."

Zalando recently confirmed it will pilot care and repair services in order to extend the life of customers' products post purchase. Through a collaboration with London-based retail app, Save Your Wardrobe, the retailer will be working with local workshops and tailors for maintenance and repair services to customers.