We hear a lot about the sales-boosting impact of fit tech used online and now British indie brand Lucy & Yak appears to have more evidence for this saying it has improved conversion and digital revenues via such tech.

It’s been leveraging artificial intelligence (AI)-powered fit recommendations from AI platform True Fit, which decodes size and fit for consumers and fashion retailers.

The tech has generated over 294,000 fit recommendations for Lucy & Yak’s customers since the project started and the company said revenues per True Fit user have grown 541%, while conversions of the same cohort using True Fit on Lucy & Yak’s site have more than doubled (+245%).

The company has been investing in major UK expansion — both physically and digitally — and is also eyeing growth in the US market. It said it wanted to “deliver fit confidence into online shopping journeys to improve customer experience, build loyalty and reduce size-based returns”.

So it’s been using True Fit’s Fashion Genome, which we’re told is the world’s largest connected apparel dataset, spanning over 82 million shoppers (active users) and 20,000+ brands. It uses AI “to deliver high fidelity fit recommendations to customers, based on their unique size and fit preferences”. 

Sue Butterworth, head of technical and compliance at Lucy & Yak, said that as well as delivering commercially, the tech is “helping us target reducing size-related returns and size sampling behaviours, contributing towards our sustainability efforts”.

And the company has been using the data generated in its product development with Butterworth adding that “sizing data, such as height for example, [can] optimise the development of our ranges to align even closer to our customers”.