Masai appoints Fits Me to improve eCommerce

Masai Clothing Company is working with Fits Me to ensure customers find the right size and fit online.

The Scandinavian women's fashion retailer has deployed Fits Me's technology to improve online conversion rates and reduce returns.

"Masai has enjoyed great success over the years and built a real following of brand advocates. As we seek to build on and grow this loyal customer base, we’re confident that Fits Me is the perfect partner to help us take our fashion online," said Brian Anderson, head of eCommerce at Masai. "We’ve been impressed by its  unrivalled expertise and data to make finding fit online as seamless as possible – meaning we can continue to offer exception customer service, in more ways."

The retailer – which sells its clothes through 1,300 independent retailers and department stores in 25 countries, as well as in 26 standalone stores – selected Fits Me due to the company's use of garment technology. Fits Me has a dedicated team which works with designers and manufactures to ensure overall quality as well as to evaluate feel and fit of clothes.

Online customers use the Fit Origin recommendation engine, by entering three data points: age, weight and height. The online tool then calculates the perfect fit based on data categorising over 687 garment types, attribute mapping over 170,000 garments from 900 different brands and by collecting over 28 million unique profiles. This unique mix of skills gives consumers supreme confidence the recommendations will fit, and for retailers, it means increased consumer loyalty, and fewer returns. 

Fits Me also provides retailers with a deeper understanding of their customer profiles, including body shape and fit preference.

Stuart Simms, CEO of Fits Me added: "The retail industry is crying out for innovation via technologies like ours which benefits consumers and businesses alike. We’re thrilled to be working with Masai as they seek to expand their online offering. Our partnership will see ‘fit’ as a core service, embedded at the heart of the online purchase journey, and support the company’s growth plans with improved conversion rates and customer satisfaction."

He said: "Helping brands understand how their customers want to wear clothes is a key part of our business. If customers feel the garments they are wearing fit them properly, they are going to exude confidence. They are also going to have a far greater confidence in the brand they purchased from, and greater faith in that store’s ability to deliver highly relevant future recommendations."