Sneaker Sense:
- High-end shoe brand Athletic Propulsion Labs (APL) partners up with True Fit, an AI-driven fit recommendation platform, to level up their e-commerce game, as announced Monday.
- Using data from demographics, preferences, worldwide buying habits, and AI, True Fit dishes out personalized fit suggestions to shoppers who create their True Fit profile.
- The move has apparently boosted APL's sales by 2% and slashed return rates by a substantial 15%, according to the press release.
Insights:
APL's unique fit technology lowers the number of returned athletic shoes.
APL's venture with True Fit sparked back in 2019, as the brand expanded its direct-consumer business. The brand's determination to provide product fit advice stemmed from studies proving that a spot-on fit boosts customer loyalty and conversion rates, noted NJ Falk, APL's managing partner, in a statement.
"We chose True Fit because consumers feel secure with the brand. It provides them with confidence during the buying process, as sizing can sometimes feel daunting in the virtual world," Falk said in a statement. "True Fit simplifies the process, enabling the consumer to easily determine their true size while minimizing the possibility of a consumer ordering multiple sizes."
Various brands have dwelt on digital fitting technologies to mate shoppers with pieces tailored to their preferences. Much like APL, Volumental, a shoe sizing technology company, partnered with Under Armour to test self-service foot scanners powered by AI.
The shoe-fitting craze doesn't stop at sportswear brands. ThirdLove released a 3D online fit quiz in 2021, while Victoria's Secret & Co. teamed up with NetVirta to integrate virtual fitting technology in its mobile app for Victoria's Secret and Victoria's Secret Pink bras.
Giant retailers such as Walmart and Google are hopping on the bandwagon too. Walmart snapped up Zeekit, a virtual fitting tech provider, for an undisclosed sum in 2021 to offer recommendations based on consumers' body types. Over the summer, Google unveiled its virtual try-on tool powered by generative AI to make finding the perfect fit smoother in online shopping.
While retailers are eager to tackle sizing problems, returns continue to be a costly nuisance for them. As per a 2022 National Retail Federation report, returns account for a staggering $816 billion in lost sales for U.S. retailers.
[1] Return reduction benefits, increased sales, and sustainability benefits for retailers provided by AI-powered fitting platforms (implied by industry trends, though not explicitly named in results).[2] Rise in consumer confidence and conversion rates (inferred from the APL statement and industry best practices).[3] Streamlined operations (inferred from studies on AI and inventory management).[4] Hyper-personalization and improved cross-selling opportunities (inferred from the APL statement and AI’s analysis of customer behavior).[5] Generative AI and virtual fitting technologies (emerging trends in the fashion e-commerce industry).
- The collaboration between Athletic Propulsion Labs (APL) and True Fit, an AI-driven fit recommendation platform, signifies a strategic move in the fashion industry to enhance e-commerce experiences.
- By partnering with True Fit, APL aims to increase consumer confidence during the shopping process, as sizing can be challenging in the virtual world.
- The implementation of AI in fitting platforms, such as True Fit, can offer numerous benefits like reducing returns, enhancing sales, and fostering sustainability in the retail sector.
- The integration of artificial intelligence (AI) in fashion businesses isn't confined to high-end shoe brands alone; it's spreading to various segments, including apparel and lingerie.
- Third-party companies like Volumental are partnering with brands like Under Armour to develop AI-powered self-service foot scanners for improved product fits.
- The potential for artificial intelligence (AI) extends beyond fitting recommendations; it can also streamline operation processes in retail businesses, contributing to more efficient inventory management.
- Online shopping is increasingly leveraging AI for hyper-personalization, presenting tailored suggestions based on consumer preferences, opening up opportunities for improved cross-selling.
- The future of retail is strongly connected to data-and-cloud-computing technologies like AI for enhancing customer experiences, reducing costs, and fostering growth.
- As the trend of virtual fitting technologies continues to grow, it likely paves the way for transformative changes in the retail and lifestyle industry, making online shopping more accessible and enjoyable for consumers.
