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British clothing brand, Lucy and Yak, has partnered with True Fit, an AI platform that decodes size and fit for consumers and fashion retailers, to connect its customers with the right sizes digitally.
News of the partnership comes after the retailer expanded its fit options to include petite and tall sizing. True Fit met the brand’s global scale and dataset that could “match its ambitions”.
As part of the partnership, Lucy and Yak will be able to leverage True Fit’s AI, connecting it to cross-market data from 82 million shoppers and over 20,000 other brands. This will allow the retailer’s shoppers into their right size based on their preferences.
The retailer has recently opened seven new UK stores in Brighton, Bristol and Manchester, and recently in Cardiff in September 2023.
Sue Butterworth, head of technical and compliance at Lucy and Yak, said: “Enabling our shoppers to find the right size and fit, first time, is such an important part of our online buying journey. We want our customer experience to be easy, and for all customers to feel supported and confident when shopping our ranges, which is especially important when expanding into new locales or adding new sizing categories.”
“By partnering with True Fit, we not only unlock recommendations based on millions of data points to improve fit assurance and enhance customer experience, but we’re confident that this will reduce returns, helping us operate more sustainably – one of our core brand values – by removing some reverse logistics emissions.”
Jessica Arredondo Murphy, co-founder and COO at True Fit, added: “We could not be prouder to partner with Lucy and Yak; a brand that exudes joy with its playful prints and fun vibe. We are honoured to be the fit partner of choice, guiding women of all shapes, across Lucy and Yak’s entire sizing range.”
Lucy and Yak aims to promote sustainability and circularity within the fashion industry, using responsibly sourced materials and promoting more sustainable choices through its initiatives.
