Rakuten Fits Me responds to fashion sizing crisis with free fit recommendation tool - Rakuten Fits Me

Rakuten Fits Me responds to fashion sizing crisis with free fit recommendation tool

By Rebecca Smith, July 11, 2017

As 86% of shoppers say finding the right fit when shopping online is a gamble, online fit recommendation specialist, Rakuten Fits Me, launches free edition to help shoppers find their perfect fit online


11 July, London 2017: Rakuten Fits Me, the size and fit specialist, today announces the launch of Fit Origin, Essential Edition. This new edition will make online fit recommendations free to all eCommerce apparel retailers for the first time, enabling shoppers to ‘break free’ from size for the ultimate experience in retail personalisation.

Fit Origin is the fashion industry’s market-leading technology that accurately fits apparel to the unique dimensions of individual shoppers online. The product is already helping leading retailers like Rhone, Hawes & Curtis and George (Asda) drive greater personalisation in the way they engage, promote and sell to their online consumers, and – through this process – solve consumer confidence issues by providing sound size and fit advice.

Current sizing options offered by online apparel retailers do not match the body shapes of their consumers. Research shows that 86% of shoppers believe finding the right fit when shopping online is a gamble.  A further three quarters report that their size changes between different retailers, with 84% expressing disappointment when faced with the need to upsize.

Rakuten Fits Me strongly believes that retailers should offer all shoppers the perfect fit, first time and every time. The launch of Fit Origin, Essential Edition, is in recognition of a market crying out for a technology that can offer real personalisation, based on fit recommendation technology that is readily available. The sheer scale of need is evidenced in research revealing that on average women change size 31 times in their lives, and men 25 times. Furthermore, fit preference is significant within apparel retail, as 61.5% of shoppers ‘self-tailor’, choosing a size bigger or smaller for a tighter or looser fit.

Rakuten Fits Me seeks to unlock the complexity of sizing online for both retailers and consumers alike. For retailers, its technology delivers competitive edge to align more closely with consumer demand for greater personalisation. Deep insight into customer’s fit preferences enables retailers to deliver efficiencies and improvements across the product and shopper purchase lifecycle, fostering important consumer trust – and helping defend against the biggest retailers and aggressive price discounting.


Vicky Zadeh, CEO at Rakuten Fits Me commented,

“We understand size doesn’t always mean fit and through years of expertise and data, we’ve developed technology that helps our retail clients understand their customer’s individual sizing and preferences.  The upside has proven to be invaluable.  From dramatic reduction in shopper returns and improved customer satisfaction and loyalty to solid bottom line sales increases that keep our retailers competitive in the highly challenging retail arena.”

Fit Origin takes just three simple measurements from the consumer – height, weight, age – and then calculates a consumer’s most likely body shape, to determine perfect fit for any garment.

It uses collective expertise, gathered from categorising garment types, attribute mapping, data science algorithms and historical consumer data, to create a deep understanding of body shapes, measurements and preferences. The algorithm also supports global differences in shopper shape, preference and build, with data collected from over 30 million unique profiles to create accurate recommendations.

Product implementation involves a quick four-step set-up process. Retailers are then able to apply the Fit Origin Essential Edition to 100 items of clothing per month. Retailers view their account within a self-managed portal, which also including core insights, demonstrating tool value. Upgrades and add-ons are available for retailers that wish to ingest more than 100 products per month, or are looking for increased customisation and support services.


Adam Bridegan, SVP of Advertising, Digital and eCommerce at Rhone, said:

“As an activewear brand, everything from product development to return rates comes down to and is interconnected with fit, so it’s essential we get it right. Rakuten Fits Me is an industry innovator and leader in the fit technology space, their sizing solutions allow us to engage our customer base in new, more sophisticated and personal ways.

“In a challenging retail market this is enabling Rhone to stay ahead of the competition in a very meaningful and profitable way. Our online shopper experience is greatly improved, incremental revenue is up by over 20% – and what’s more, our customers are telling us they love the fit tool.”

Author: Rebecca Smith

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