Join us Oct. 26-28 in Newport Beach for the Digiday Media Buying Summit
When shopping online for a Kate Spade dress, customers are prompted on the product page to “find their True Fit” below the drop-down list to a pick a size. After answering a few questions — height and weight, the name of a brand that typically fits well — True Fit returns the size that would most likely fit from Kate Spade’s offerings. It also pairs the match with a rating of how well the dress is expected to fit.
Kate Spade has integrated True Fit’s algorithm into its online store since May 2015, and Mary Beech, the brand’s evp and CMO, has said that in the time since, customer return rate has dropped and e-commerce sales have increased, both in the double digits, although the company does not break out specific figures. Beech said that the goal of the integration was to ensure customer confidence online. True Fit’s other retail customers include Nordstrom, Adidas, Topshop and Macy’s. Read the rest of this story at Glossy.co.
More in Marketing
Ikea’s CMO sees LLMs as the newest place a brand has to hold its line
LLMs have widened the brand. Ikea’s CMO thinks the basics still hold.
How many people does it take to run an agency? According to Bad Mktg, just two if you’re using AI
BaD Mktg is just two employees and a lot of AI to run the business and ideate. The secret to its success? The experience of the people leading the ideation.
‘Mission and capital can coexist’: Golden State Valkyries’ Jess Smith on pitch to sponsors
The WNBA’s newest team must navigate measurement demands and marketers wanting to share in the ‘mission’ if it’s to establish a commercial foothold.