APL's innovative fit technology minimizes returns in athletic footwear industry

Rewritten Article:

Stepping Up: APL and True Fit Collaborate for E-Commerce Fitness

High-end sneaker brand Athletic Propulsion Labs (APL) joined forces with True Fit, an AI-driven fit platform, to deliver fit suggestions aimed at boosting e-commerce performance, as announced earlier this week.
Utilizing demographic data, individual fit preferences, global customer shopping habits, and some top-notch AI technology, True Fit dishes out customized fit advice to shoppers who create a True Fit profile.
According to the press release, APL has experienced a 2% revenue increase and a whopping 15% decrease in returns since partnering with True Fit.

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APL's partnership with True Fit dates back to 2019, a time when the brand was amping up its direct-to-consumer business. The brand's vision behind offering fit suggestions stems from research demonstrating that finding the perfect fit improves customer loyalty and conversion rates. As NJ Falk, APL's managing partner, put it, "We picked True Fit because consumers trust the brand. It boosts their confidence during the shopping process, as finding the right size can sometimes feel complicated in the digital realm." In simpler terms, True Fit simplifies the fitting process, making it easier for consumers to figure out their ideal sizes with minimal hassle.

Many brands have taken the leap towards digital fitting technologies, aiming to pair shoppers with products that cater to their unique needs and tastes. Volumental, a shoe-fitting tech company, for example, collaborated with Under Armour to test its self-service foot scanners, powered by AI, to measure shoppers' feet and suggest suitable shoes.

Beyond activewear brands, other companies have also delved into virtual fitting technology in recent years. In 2021, ThirdLove launched a 3D online fit quiz, while Victoria's Secret & Co. teamed up with NetVirta to integrate virtual fitting technology into their mobile app for Victoria's Secret and Victoria's Secret Pink bras.

Not wanting to miss out, retail powerhouses like Walmart and Google have jumped on the bandwagon too. Walmart scooped up Zeekit, a virtual fitting tech provider, in 2021 to offer tailored product recommendations based on body types. This summer, Google unveiled its virtual try-on tool, powered by generative AI, to make finding the perfect fit less frustrating online.

While many retailers are racing to implement sizing technologies to slash returns, returns continue to be a costly burden for them to manage. According to a 2022 National Retail Federation report, returns account for a staggering $816 billion in lost sales for U.S. retailers.

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While brands like APL may not be the spotlight, the adoption of advanced technologies that improve online shopping experiences is a common thread:

Unisize, for instance, employs the "FaceChange" AI function to virtually try on clothing by superimposing shoppers' faces onto models, significantly enhancing customer satisfaction. Unisize is gaining ground in the Japanese market and is expanding into the UK.
Glance integrates AI-powered styling aides and AR try-ons to offer an immersive shopping experience right on users' lock screens.
General Adoption: The use of virtual fitting rooms and augmented reality (AR) is a rising trend in e-commerce. While specific brands might not appear in search results, numerous platforms offer these technologies. Implementation costs can vary widely, ranging from $129 to $549 per month depending on the application.

For traditional virtual fitting room technologies, many e-commerce platforms can incorporate these features via third-party apps. Mody AI, for example, offers AI-powered fit suggestions without the need for a virtual fitting room. Mody AI relies on real body data and brand-specific fit profiles to recommend sizes, ultimately increasing customer satisfaction and reducing returns.

The collaboration between Athletic Propulsion Labs (APL) and True Fit, an AI-driven fit platform, is not unique in the industry as many brands, including those in the fashion, sports, and retail sectors, are adopting advanced technology to improve their e-commerce businesses.
Data-and-cloud-computing technologies, such as Mody AI, are eliminating the complexities of finding the perfect fit in the digital realm by offering AI-powered fit suggestions, thereby enhancing customer satisfaction and reducing returns.
The television (tv) industry is not far behind, with Google recently revealing its virtual try-on tool, powered by generative artificial intelligence (ai), to make finding the perfect fit less frustrating online, mirroring the strategies of e-commerce businesses.
The business and finance sectors are also exploring the potential of technology and artificial intelligence (ai) to boost customer loyalty and conversion rates, not just limited to retail and fashion industries.
These advancements in technology are not only radically transforming the retail industry but also impacting other sectors, such as sports, where the quest for customized fit advice may soon become the norm.
The integration of technology, artificial intelligence (ai), and outdoor activities like sports could lead to a overlaping of industries in the future, illustrating how digital innovations can transcend traditional sector boundaries.