Uncertainty around apparel size and fit is a huge source of friction for online shoppers, leading to fewer conversions and higher return rates. This undermines shopper confidence in brands, and hurts retailer profits. With roots in Germany, where the average return rate for online retail can exceed 60%, we knew about the severity of the fit and size problem from the beginning.

Our initial solution used a webcam-based body modeling technology which allowed users to create a personalized fit profile using a CD as a dimensional reference object. The technology itself was strong, but over time we noticed that it was too complicated to ensure high user engagement.

This realization inspired the shift to AI technology, fuelling our flagship Fit Finder product and the underlying Fit Analytics data platform. As our machine learning algorithms began generating accurate size recommendations, many retailers saw the immense value in our technology and integrated Fit Finder to solve sizing related issues for shoppers.