Last Updated: 7th June 2025
True Fit is a leading AI-driven platform that helps shoppers find the right size and fit for clothing and shoes when shopping online. It provides personalised recommendations based on shoppers’ preferences and body shapes, aiming to increase conversion rates and reduce returns for retailers.
The platform leverages advanced machine learning and the world’s largest fashion dataset, called the Fashion Genome, which connects data from 82 million shoppers and 29,000 brands to deliver highly accurate fit recommendations.
True Fit was founded in 2010 by William R. Adler, Romney Evans, and Jessica Murphy, driven by their passion for fashion and technology and a desire to solve the problem of finding the right fit when shopping for clothing and footwear online.
The company developed an AI-driven platform that uses machine learning and vast data analysis to provide personalised fit and style recommendations, enhancing the online shopping experience and reducing returns. Since its founding, True Fit has achieved several major milestones, including launching its intelligent data platform, forming partnerships with leading retailers such as Nordstrom, Macy’s, and Adidas, and expanding into international markets in Europe and Asia.
The platform has evolved from a simple recommendation tool into a comprehensive data-driven solution that informs retailers’ marketing, merchandising, sourcing, and product development strategies.
The company is headquartered in Boston, MA, with a leadership team experienced in fashion, retail tech, big data, and e-commerce.
True Fit helps retailers boost conversion rates, reduce returns, and build customer loyalty.
Retailers also benefit from rich shopper data insights that inform marketing, merchandising, sourcing, and product development strategies. For example, an athletic brand experienced a 150% conversion increase, and an Australian fashion brand saw a 4X conversion increase by using True Fit’s AI to improve the digital fit experience.
True Fit is available in the Shopify App Store, making it easy for retailers to install on their sites.
The company is trusted by hundreds of retailers and thousands of brands worldwide, including partnerships with brands like White Stuff, enhancing customer confidence in fit and reducing return rates.
As a shopper, you can find True Fit integrated into various online retail sites, such as Dr. Martens, to get personal fit and size recommendations.
True Fit seeks to democratise access to AI-driven fit personalisation across the fashion industry, helping millions of consumers find the right fit confidently and conveniently, thereby enhancing the online shopping experience and building trust between shoppers and brands.
True Fit helps fashion retailers decode size and fit complexities to enhance the online shopping experience by providing personalised fit guidance and size recommendations. True Fit’s technology caters to 100% of a retailer’s traffic with options such as universal size guidance, social proof from other buyers, and tailored 1:1 personalised recommendations based on individual shopper preferences.
True Fit also collaborates with specific brands to improve their shopping experience. For instance, Lane Bryant utilises True Fit’s bra-sizing service to assist customers in finding bras that fit well, taking into account both fit and style preferences.
Allen Edmonds, a men’s footwear brand, has partnered with True Fit to provide a more seamless shopping experience, offering a wide range of sizes and widths.
Shoppers can use True Fit to determine their best size across various apparel categories, including t-shirts, dresses, and footwear, making online shopping more confident and convenient.
The design of the True Fit website is centred around providing a user-friendly, AI-powered platform that helps shoppers find the right size and fit for clothing and footwear.
A clean, intuitive interface offers a straightforward navigation experience, with clear calls to action such as creating a True Fit profile or requesting a demo.
The homepage emphasises removing size uncertainty and shopping with confidence by filling out a fit survey.
The design supports a 30-second registration process where shoppers input body attributes and favourite clothing to receive tailored size recommendations.
Users can create multiple sub-profiles for family members or friends, enhancing usability for gift shopping or children’s apparel.
True Fit’s AI technology is prominently featured, translating shoppers’ buying patterns into easy-to-understand size and fit recommendations. This is highlighted both in the shopper experience and in the retailer-facing sections that explain how the platform boosts conversion and reduces returns.
The website is designed to be fully responsive and accessible on various devices, ensuring a seamless experience across desktop and mobile platforms.
True Fit is active on several social networks, primarily Instagram, where they have an official account, @findyourtruefit, that shares shopping tips and encourages users to tag them when shopping with confidence.
True Fit’s pricing for retailers using the platform is structured based on monthly order volume, featuring several tiered subscription plans.
The Scale Plan costs £249 per month for stores processing up to 2,500 orders per month, generating up to £11,000 in new revenue each month.
The Grow Plan is £499 per month for stores with up to 5,000 orders per month, generating up to £22,000 in new revenue monthly.
The Pro Plan costs £749 per month for stores handling up to 7,500 orders each month, generating up to £33,000 in new revenue monthly.
The Pro+ Plan is £999 per month for stores processing up to 10,000 orders per month, generating up to £44,000 in new revenue monthly.
The Enterprise Plan is designed for stores processing over 10,000 orders per month, with pricing available by contacting sales for a custom quote and volume discounts.
Billing is conducted in GBP and recurs every 30 days, with pricing tiers adjusted should order volumes change.
True Fit is a fashion technology company that employs AI and big data to tackle the ongoing issue of fit in online apparel and footwear shopping, providing benefits for both consumers and retailers through enhanced personalisation and data-driven insights.
True Fit’s website design emphasises simplicity, personalisation, and AI-driven functionality to improve the online shopping experience regarding fit and size accuracy, aiding both consumers and retail partners.
In summary, True Fit presents a robust AI-driven solution to enhance online apparel and footwear fitting, increasing retailer conversion rates and reducing returns, supported by strong industry adoption and positive user feedback.
However, costs and reliance on data may present challenges, particularly for smaller merchants or niche markets.
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