Online retailers are battling it out in the quest for perfect fit

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.