Macy’s Offers Customers the Perfect Fit

By Neha Kale | 05 Oct 2011

Macy’s takes another stride towards a customer-friendly online experience with the debut of True Fit, a fitting technology delivering sizing advice in real-time.

Macy’s has entered into a partnership with True Fit, a provider of cutting-edge sizing technology, in its latest effort to make shopping easier for customers. The multichannel giant will debut the online fitting application as part of its popular women’s denim section, Macy’s Denim Finder. Although the issue of finding the perfect size online has been tackled by various augmented reality and fitting applications, True Fit combines algorithms with a customer’s shopping behaviour to provide fit recommendations in real-time.

“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,” said William R. Adler, True Fit’s CEO, in a media statement.

The technology works by inviting customers to create a user profile, including items in their wardrobe that fit well and descriptions of the areas where the clothes are tight or loose. The customer follows this up by completing a few basic questions. The True Fit technology is triggered when a customer clicks to “virtually try on” an item, ranking its proximity to a perfect fit from 1 to 5.

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

Given the level of competition plaguing the $240 billion apparel industry, it is this sort of customer-friendly focus that can give retailers the edge.

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