British independent clothing brand, Lucy & Yak, has leveraged artificial intelligence (AI)-powered fit recommendations from True Fit, the leading AI platform that decodes size and fit for consumers and fashion retailers, to improve conversions and digital revenues.
Socially and environmentally conscious clothing brand, Lucy & Yak, is best known for its iconic dungarees, and its colourful and vibrant clothing ranges. Its collections offer customers joyful and bold comfy clothing, all while aiming to promote sustainability and circularity. With Re:Yak Preloved hubs available across its store network, where customers can recirculate garments in exchange for money-off vouchers, last month Lucy & Yak opened its first Outlet Store, selling discounted ‘imperfect-but-wearable’ clothing to prevent garments going to landfill.
Lucy & Yak has rapidly grown its bricks-and-mortar footprint with recent store openings in Exeter, Bristol, Cambridge and Manchester, as well as its growing digital presence across its Direct To Consumer (DTC) website and social channels, including TikTok. With further expansion planned in the UK and eying the U.S. as a strategic growth market, Lucy & Yak wanted to deliver fit confidence into online shopping journeys to improve customer experience, build loyalty and reduce size-based returns.
It partnered with True Fit, leveraging its Fashion Genome, the world’s largest connected apparel dataset, spanning over 82million shoppers (active users) and 20,000+ brands, which uses best-in-class AI to deliver high fidelity fit recommendations to customers, based on their unique size and fit preferences.
By giving customers fit assurance, since implementation True Fit has generated over 294,000 fit recommendations for Lucy & Yak’s customers, which has boosted both conversions and revenues. Revenues per True Fit user have grown +541%, while conversions of the same cohort using True Fit on Lucy & Yak’s site have more than doubled (+245%).
Sue Butterworth, head of technical and compliance at Lucy & Yak, commented: “Enabling customers to quickly and easily find the right size and fit, first time and every time, is central to delivering online buying journeys where our customers feel supported and confident. True Fit’s fit recommendation engine triangulates millions of data points, improving fit assurance, enhancing customer experience and growing conversions. It’s also helping us target reducing size-related returns and size sampling behaviours, contributing towards our sustainability efforts.”
“We’ve also been able to use customer insights generated by the True Fit platform to make product improvements, using sizing data, such as height for example, to optimise the development of our ranges to align even closer to our customers, which has proved another key benefit of the solution,” Butterworth added.
Jessica Arredondo Murphy, co-founder & COO at True Fit, commented: “Lucy & Yak’s star is rising and it’s built its brand around sustainability, creating a community of customers that share its purposeful and joyful brand personality. It’s been great to have been a small part of helping Lucy & Yak double-down on its expansion ambitions, and we look forward to supporting the brand through our partnership as it continues on its growth trajectory.”
