Lucy & Yak has partnered with AI size-decoding platform True Fit. The independent UK clothing brand said it selected True Fit in a bid to reduce returns and build product loyalty.

And with US expansion on the horizon together with the widening of its fit options to include petite and tall sizing, Lucy & Yak said it sought to partner with a size and fit solution with the global scale and dataset that could match its ambitions.

Lucy & Yak said it will leverage the digital service’s ability to connect cross-market data from over 82 million shoppers (active users) and 20,000+ brands, “to get customers into the right size based on their unique preferences”.

Sue Butterworth, Head of Technical and Compliance at the brand, said: “Enabling our shoppers to find the right size and fit, first time, is such an important part of our online buying journey – we want our customer experience to be easy, and for all customers to feel supported and confident when shopping our ranges, which is especially important when expanding into new locales or adding new sizing categories.

“By partnering with True Fit, we not only unlock recommendations based on millions of datapoints to improve fit assurance and enhance customer experience, but we’re confident that this will reduce returns, helping us operate more sustainably – one of our core brand values – by removing some reverse logistics emissions.”