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Consumers Had This To Say About the Brands That Fit Them Best

Data-driven personalization platform True Fit has released new research showing which brands consumers preferred in 2019 with regard to fit.

The company, which has created a Fashion Genome that catalogs illuminating consumer data on fit, style preferences and size, surveyed over 20 million registered True Fit shoppers worldwide about their favorite fitting apparel and footwear brands across categories.

On Wednesday, True Fit released data showing consumers’ most popular picks by age, gender and geography.

According to the company, consumers’ favorite fitting brands evolve as they age. While brands like Old Navy, Levi’s, Gap and Ann Taylor are consistently represented across all surveyed ages, differences emerge when comparing the top five brands across age brackets.

The three youngest groups of shoppers surveyed (16-18-year-olds, 19-24-year-olds, and 25-34-year-olds) showed an affinity for the same five brands, in different orders. Those winning labels include American Eagle, H&M, Old Navy, Nike and Levi’s.

Shoppers ages 35 and up, however, displayed a greater affinity for brands at higher price points. The top 10 brands across ages, genders and locations were Old Navy, Levi’s, American Eagle, H&M, Nike, Lands’ End, Gap, J. Crew, Loft and Calvin Klein.

In the U.K., a different set of most popular fitting brands emerged, with H&M leading the pack. The fast-fashion giant was followed by Polo Ralph Lauren, Zara, M&S Collection, Next, New Look, Topshop, Boden, Asos and Tommy Hilfiger.

Across Europe, consumers of all ages also picked H&M, Polo Ralph Lauren and Zara as their top three best fitting brands. But the top 10 list was rounded out by an eclectic selection of brands: The Kooples, Levi’s, Tommy Hilfiger, Next, M&S Collection, Lands’ End and New Look.

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Among plus-sized consumers, Lane Bryant took the No. 1 spot for fit, while Torrid came in second place. Old Navy, Lands’ End, Dress Barn, Levi’s, Calvin Klein, Forever 21, Avenue and Talbots rounded out the top 10 size-inclusive winners.

In January, True Fit partnered with supply chain platform provider Bamboo Rose to bridge the gap between consumer purchasing behaviors and product development. The two companies combined their varied expertise to present consumers with personalized, curated selections of apparel and footwear products when they shop online. Also last month, True Fit forged a strategic partnership with Google Cloud, where retailers can access the fit platform and drive incremental revenue, shrink returns and boost customer loyalty and lifetime value.

“We’re thrilled to partner [with] Google Cloud not only for performance, speed, and reliability, but also because our two companies have shared values for providing retailers white glove service, as well as shared vision and incentives to help create a thriving, competitive and connected retail ecosystem that inspires consumers,” Romney Evans, True Fit’s co-founder and chief product and marketing officer, said.