Solving the Challenge of Fit with Artificial Intelligence

As consumers of clothing, we all understand the challenge of fit. Some items are too big or too small, and often we’re in between sizes. This is all further complicated when we shop online; We may not know our size in a particular brand, and there’s no such thing as universal sizing.

If you’re a retailer, the challenge of fit directly impacts your bottom line. Right now, it’s estimated that about 30% of online purchases are returned, which translates to wasted costs and resources. Research also shows that poor or wrong fit is among the top reasons why people return items.

What would a body-first approach to apparel look like? What if brands invested just as much time and money understanding their customer’s fit profile as they did understanding their shopping behaviours?

My guest today is Greg Moore, the CEO of Body Block AI, a company that claims to have done more than 500,000 body scans of people from all over the globe. What his team is doing with that data may just be the future of how we think of fit. Our conversation touches on how artificial intelligence (AI) can improve the fashion industry, from shaping a better customer experience to reducing waste and creating a more sustainable fashion industry.


Amanda Cosco
Amanda Cosco is a Fashion Futurist and the founder of Electric Runway

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