True Fit extends collaboration with Google Cloud

AI sizing platform True Fit has extended its strategic partnership with Google Cloud to leverage its ‘Fashion Genome’, the world’s largest connected dataset for fashion.

As part of the expanded partnership, the company has unveiled stronger integrations with key Google Cloud services, BigQuery and BigQuery’s Analytics Hub, to optimise how it shares data and analytics from Fashion Genome with its retail and brand partners.

By leveraging BigQuery, a cloud-based data warehousing solution, True Fit can deliver more actionable insights to its retail partners.

Retailers that use True Fit’s platform on Google Cloud’s infrastructure can access data from 80 million active members and over 17,000 brands, to unlock insights on shoppers and sizing.


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The platform aims to build confidence into the customer buying journey, and improve the customer experience, drive conversion, and increase revenue, while also reducing fit-related returns.

“Our extended partnership with Google Cloud, which gives us the ability to offer retailers easier access to insights from important data sets, becomes even more pertinent in the context of the economic headwinds and uncertainty that we’re seeing globally,” True Fit chief executive William R. Adler said.

“Capabilities that help retailers win hard-fought conversions while maintaining margin will become all the more imperative.”

Google Cloud vice president Carrie Tharp added: “Retailers want to simplify how they manage and analyze data to generate more impactful insights for their business.”

“Now that True Fit’s Fashion Genome is more deeply integrated with Google Cloud, retailers can apply our technology to their most critical data sets to unlock new business value and create more personalized buying experiences for consumers.”

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