Kate Spade New York hopes that footwear returns are a thing of the past, now that the brand has signed on to use the True Fit feature on its e-commerce site.
The digital technology, which is live on the site now, utilizes an extensive collection of data from brands and consumers to offer personalized suggestions about how a product will fit. On the Kate Spade site, for instance, shoppers who answer a couple of simple questions about their current wardrobe can get immediate guidance on the best apparel and shoes for them.
“We view the Kate Spade e-commerce site as our ultimate global flagship and we are always refining our approach to offer the best customer experience,” said Mary Beech, EVP and chief marketing officer for the brand. “Incorporating True Fit’s technology allows us to enhance and personalize our customer’s online shopping experience.”
She added that digital advancements have become imperative in the current retail environment. “Today, we live online — and so do our customers. Brands that are not embracing e-commerce innovation are quickly left behind,” said Beech.
And while True Fit is certainly a boon to consumers, it also has benefits for brands. Jessica Murphy, co-founder of the digital services company, pointed out that only 10 percent of footwear and apparel sales are done online, and about 98 percent of shoppers look but don’t buy because of uncertainty. “We aim to turn browsers into buyers,” said Murphy.
Since True Fit began offering its fit solution to the fashion industry in 2010, it has inked partnerships with more than 35 retail partners, including Nordstrom, Macy’s and Lord & Taylor. Murphy estimated that, on average, companies can see a 7.6 percent lift in net revenue after incorporating the feature.
While a number of fitting services have entered the market, Murphy emphasized that True Fit has a key advantage in its data, which comes from three sources: product specs from more than 2,000 brands; transaction info about sales and returns; and customer feedback from its more than 7 million users. (It predicts the user total will exceed 16 million by the end of 2015.)
“We’re the only one with that rich data set,” she said, noting that True Fit provides retailers with access to its customer insights to aid their business decisions. “We can tell them who their consumer is, as well as point out areas of opportunity in their assortment, such as boots with a wider shaft.”
In the future, True Fit aims to develop a direct-to-consumer offering that could help shoppers engage with retailers and brands through their True Fit profile.