Independent, British clothing brand, Lucy & Yak, has partnered with True Fit, the leading AI platform that decodes size and fit for consumers and fashion retailers, to connect their customers with the products they love digitally.
Best known for its signature dungarees, joyful clothing and vibrant lifestyle products, Lucy & Yak designs and manufactures colourful and bold clothing with comfort in mind. With a focus on bringing joy to people and a dedication in caring for the environment, Lucy & Yak aims to promote sustainability and circularity within the fashion industry, using responsibly sourced materials and promoting more sustainable choices through its circularity initiatives.
Having already opened seven UK stores, including Brighton, Bristol and Manchester, it recently expanded its store estate with the opening of its Cardiff store in September 2023. Featured in the Sunday Times’ 2023 list of 100 fastest growing privately-owned UK firms for the third year running, it has garnered a combined social following of over 900,000 and a passionate community of 75,000 members in owned Facebook groups, as well as over 50 million views of the #LucyandYak hashtag, putting community at its core. As well as growing rapidly in the UK, Lucy & Yak is eying expansion into the US market as part of its globalisation plans.
With a loyal following, Lucy & Yak is committed to inclusive ranging as its co-founder, Lucy Greenwood, explained, it “exists to spread joy… [by] creating clothes for as many bodies as we can and for people to feel seen and uplifted by them.” This commitment to inclusivity means building confidence into every shopper’s buying journey so that they can easily find the ‘perfect’ fit, every time – whether they are discovering the brand for the first time or are a returning shopper buying in a new category or style.
With US expansion on the horizon, and the expansion of its fit options to include petite and tall sizing, Lucy & Yak sought to partner with a size and fit solution with the global scale and dataset that could match its ambitions.
It selected True Fit, the size and fit solution built for every shopper, shopping behaviour and product category to increase conversion, reduce returns and build loyalty. Lucy & Yak will leverage True Fit’s best-in-class AI, connecting cross-market data from over 82 million shoppers (active users) and 20,000+ brands, to get Lucy & Yak customers into the right size based on their unique preferences.
Sue Butterworth, Head of Technical and Compliance at Lucy & Yak, commented: “Enabling our shoppers to find the right size and fit, first time, is such an important part of our online buying journey – we want our customer experience to be easy, and for all customers to feel supported and confident when shopping our ranges, which is especially important when expanding into new locales or adding new sizing categories.”
“By partnering with True Fit, we not only unlock recommendations based on millions of datapoints to improve fit assurance and enhance customer experience, but we’re confident that this will reduce returns, helping us operate more sustainably – one of our core brand values – by removing some reverse logistics emissions,” Butterworth added.
Jessica Arredondo Murphy, co-founder & COO at True Fit, commented: “We could not be prouder to partner with Lucy & Yak; a brand that exudes joy with its playful prints and fun vibe. We are honoured to be the fit partner of choice, guiding women of all shapes, across Lucy & Yak’s entire sizing range.”
