Compared to other retail sectors, apparel has always been behind the curve when it comes to delivering top-notch digital experiences. But as the COVID-19 forced these retailers to shutter their doors for nearly three months, with many of their peers filing for bankruptcy, they were faced with no choice but to ramp up their e-commerce offerings to make up lost revenue.
But simply putting products online isn’t enough. Stores need to do a better job of understanding what shoppers want and translating the best aspects of in-store shopping to e-commerce.
With the help of a data set designed to connect detailed garment specs and style attributes to individual shopping behaviors, True Fit is aiming to help retailers crack that digital code and keep their customers coming back.
“We’ve dedicated our lives to this Fashion Genome, organizing everybody’s data so that we have all the consumer preferences and all the attributes of the clothing and the shoes structured for the retailer,” said William Adler, CEO and president of True Fit. “If I’m a consumer and I go to the site, the retailer is having a conversation with me digitally. We are working with the retailer to build that profile of you even though it’s not an in-person conversation.”
Watch the discussion between Adler and Edward Hertzman, president of Sourcing Journal, to learn:
- The benefits that apparel retailers can gain from digital transformation
- Four areas of digital investment where apparel retailers get quick ROI
- The true “secret ingredient” of what makes the True Fit platform tick
- Why reducing returns isn’t just about understanding fit
- How True Fit serves as a “translation layer” for overwhelmed online shoppers