N Brown partners with True Fit for smarter size recommendations

By

Barbara Santamaria

Published
Jan 28, 2020

Online customers shopping across N Brown brands will benefit from a new range of smart tools designed to give them personalised fit and style recommendations.

The retail group, and its portfolio of brands including JD Williams, Simply Be, Jacamo, Ambrose Wilson and Fashion World, has teamed up with fashion personalisation platform True Fit as part of its customer-centric strategy.

True Fit’s Confidence solution uses data collection from millions of anonymous shoppers to provide personalised fit ratings and size recommendations based on each consumer’s unique body shape and preferences. 

Meanwhile, True Discovery allows N Brown to deliver personalised product recommendations based on a combination of hyper-personalised style and fit preferences, transactional data and product attributes.

Adam Warne, chief information officer at N Brown, said: “Data-driven customer insight and personalisation is key to unlocking operational efficiencies and improving customer experience. Our partnership with True Fit allows us to enhance our customers’ journeys with personalised relevant experiences ensuring that we deliver better fitting products for our customers. The strongest customer feedback we receive is the emotional response that a good or poorly fitting piece of clothing elicits so we know fit is a crucial issue for our customers.” 

True Fit, which has raised $100 million from top-tier venture capitalists, is used by 250 global retail sites, including Ralph Lauren, Kate Spade, Levi’s, Under Armour and Macy’s.

Fit is a key ingredient in N Brown’s proposition, with its websites catering for under-served customer groups such as size 20+ and age 50+.

Headquartered in Manchester, the group employs over 2,400 people across the UK.