Apparel discovery platform Truefit has announced a new data platform for footwear and apparel.
Dubbed Genome, the data set will uniquely connect the relationship between millions of shoe and clothing styles from nearly 10,000 brands to nearly 100 million consumers by year-end.
True Fit’s exclusive new system augments technical product data from brands with fit and style attributes on each item, identifying an average of 181 attributes per item (e.g. points of measure, fabrication, stretch factor, silhouette, sleeve length, etc.) and then maps the relationships between product attributes and consumer preferences. The program is adding 700,000 SKUs every month.
“We’re just starting to scratch the surface in terms of harnessing the potential of this incredibly connected data set,” said Chris Moore, chief analytics officer, True Fit. “The Genome takes True Fit’s massive structured data set to a deeper level of insight, and we’re excited to officially be bringing it to market for use by the world’s leading retailers, brands and consumers.”
Prior to Genome, True Fit used its database to power its Confidence Engine, which personalized retailers’ entire catalog of products, generating a personal fit rating and size recommendation for each shopper.
In a recent independent A/B test for a major retailer conducted by Brooks Bell, True Fit drove a 5.2 percent increase in net revenue versus control (traffic not exposed to True Fit). For a $100M digital retailer, that’s $5 million in new incremental net revenue. True Fit says it expects incremental net revenue lift to continue to increase with the benefit of new insight from Genome. True Fit’s consumer base has also continued to grow at a rate of over one million new registered users per month, a figure that is expected to double over the holiday season.