Lucy & Yak, the independent UK clothing brand, has announced a partnership with True Fit, an AI size-decoding platform, aiming to minimize returns and foster product loyalty among its customers. Selecting True Fit was a strategic move for Lucy & Yak, as the brand prepares to expand its market presence, particularly in the US, and introduce additional sizing options such as petite and tall.

With a focus on providing customers with the right size based on their individual preferences, Lucy & Yak will leverage True Fit's extensive dataset, which spans over 82 million active users and more than 20,000 businesses.

Sue Butterworth, Head of Technical and Compliance at Lucy & Yak, emphasized the benefits of the partnership, stating that it will not only improve fit assurance and enhance the customer experience but also contribute to sustainability efforts by reducing returns and minimizing reverse logistics emissions.