Premium British fashion brand, LK Bennett, has tapped True Fit, an AI platform that decodes size and fit for digital consumers, to increase conversion, reduce returns, and drive customer loyalty. LK Bennett will leverage True Fit’s Fashion Genome, the broadest and richest global connected apparel shopping platform, to build confidence in the buying journey, increase conversion and reduce fit-related returns. True Fit’s recommendations are powered by the demographics, fit preferences, and transactional behaviour of millions of global shoppers and enhanced by AI and continuous machine learning.

LK Bennett has already implemented True Fit on its UK ecommerce platform, and will roll out AI size and fit personalisation to its U.S. and European sites later this year.