True Fit™ Launches Breakthrough Fit Personalization Technology

BOSTON, Oct. 4, 2011 /PRNewswire/ -- True Fit™ (www.truefit.com), the global leader in fit personalization software, today announced the launch of groundbreaking new technology that helps each customer know how well clothes and shoes they view onscreen (online, mobile, tablet and in-store kiosks) will fit them in real life, and recommends which size is best.  

As the inaugural retail partner, Macy's will be the first to leverage this technology for its online customers.  True Fit's technology will initially be available for women shopping Macy's denim collection within its Women's Denim Finder (www.macys.com/denimfinder).  

Customers create their True Fit profile once, in 3 quick steps:  First, they identify what fits them from their own closet; second, they identify conceptual body descriptions; and third, they complete their profile with some basic info – no measurements necessary. True Fit's sophisticated machine learning software deploys a variety of patented and proprietary algorithms to analyze massive amounts of data from the user's profile, shopping behavior, catalog of products, and a variety of other robust data inputs to deliver highly personalized fit and size recommendations in real time.  The result is a highly personalized shopping experience that tailors a catalog to each person's individual fit, enabling men and women to shop a retailer's site True to You™ for all categories of clothing and shoes.  

True Fit provides the user with a few key guides for each style they view.  True Fit Scores™ (T-Scores™) are displayed next to each product, indicating how well each item fits (5 point scale where 5T's is a perfect fit).  True Fit Size™ is also displayed, representing the recommended size for a customer in a specific product.  True Fit Details™ show how snug or loose that particular item will fit that person's body.  Over time, users receive constantly improving recommendations as True Fit's machine learning engine learns more about what truly fits each customer as their body and preferences evolve.

True Fit helps multi-channel retailers optimize in many ways.  In addition to dramatically improving sales conversion and return rates for existing online shoppers, True Fit helps capture new online growth by bolstering the confidence of customers who might otherwise shy away from purchasing online due to unsure fit.  Since True Fit will be available across mobile and iPad platforms as well, True Fit also facilitates in-store shopping, by providing the store shopper a quick reference for how a product will fit – whether they have time to try it on or not.  

"We're thrilled to partner with Macy's – a venerable retailer and innovation leader, who is on the cutting edge defining the very best experience for the multi-channel shopper.  We're excited to deliver this highly personalized service to their esteemed customers, and make it easier for them to find the right clothes and shoes at Macy's," said William R. Adler, True Fit's Chief Executive Officer.

"Macy's is a recognized industry leader, committed to implementing the newest technological advancements that will resonate with our customers," said Kent Anderson, macys.com president. "By partnering with True Fit, we are able to provide a unique online shopping experience that brings a new level of personalization and service to customers that shop macys.com."

Macy's recently ranked #1 on Luxury Lab's Digital IQ Index (New York University think tank), which uses a 350-point data system to rank specialty retailers according to their online competence.

How True Fit Works

1. Shoppers create a True Fit Profile™ at macys.com, which is fun and fast. If they already have a True Fit profile, they are all set – you only need to create a profile once.

2. Creating a True Fit profile involves three very quick steps.  

• Step one:  Closet. User identifies brands, styles, sizes that fit them best from their closet.
• Step two:  Body. User selects a few conceptual body descriptions for key fit zones.
• Step three:  Complete.  User completes their profile with a few basics.

3. Users then shop as they normally would while the True Fit Recommendation Engine™ virtually "tries on" every item for them using a variety of proprietary algorithms.

4. The user then instantly sees True Fit recommendations for each product they view:

• True Fit T-Scores™ – a five-point scale that indicates how well the item will fit
• True Fit Size™ – the best size recommended and pre-selected for that user
• True Fit Details™ – fit details across key body areas such as waist, hips, seat and inseam

About True Fit

True Fit is the global leader in fit personalization software. Perfected over four years by an expert team of apparel and software veterans working directly with leading brands and hundreds of thousands of registered users in True Fit's test kitchen, True Fit's patented software service (SaaS) deftly matches shoppers to clothing and shoes that truly fit their unique body and style preferences. True Fit enables a rich and simple experience for shopping clothing and shoes onscreen (online, mobile, tablet and in-store kiosks) and over time users receive constantly improving recommendations as True Fit's machine learning engine learns more about what truly fits each user.

About Macy's

Macy's, the largest retail brand of Macy's, Inc. (NYSE:M), delivers fashion and affordable luxury to customers at more than 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam. Macy's stores and macys.com offer distinctive assortments including the most desired family of exclusive and fashion brands for him, her and home. Macy's is known for such epic events as Macy's 4th of July Fireworks(R) and the Macy's Thanksgiving Day Parade(R), as well as spectacular fashion shows, culinary events, flower shows and celebrity appearances. Building on a 150-year tradition, Macy's helps strengthen communities by supporting local and national charities that make a difference in the lives of our customers.

Media Contact:    
The Morris + King Company for True Fit
Jennifer Moses | Katie Smith-Adair
212-561-7473 | 212-561-7475
[email protected] | [email protected]

SOURCE True Fit