Lincoln-based menswear designer retailer, EQVVS, has partnered up with artificial intelligence size and fit technology specialists, Prime AI, in hopes of delivering a more effective online sizing guide for customers.
Selling premium luxury designer clothing online and in store, EQVVS aims to not only provide customers with the perfect fit despite the closures of fitting rooms during lockdown, but to also alleviate the amount of returns and exchanges from customers by giving them a more accurate sizing estimation relative to their body type.
Prime AI utilises artificial intelligence to understand the best size for customers, and learns from sales and return history in order to provide the perfect fit.
To find their size, customers must input their height, weight and fit preferences before Prime AI determines which size in that product will be the best match.
Prime AI said: “At Prime AI, we use proprietary artificial intelligence to match customer biometrics to garment SKU specifications and provide accurate size recommendations instantly.
“We are the only provider to develop sizing models down to SKU level, even when no garment specifications are available.”
With stores in Lincoln and Mansfield, EQVVS carries over 35 menswear brands, each with their own size guides and unique fits.
The uncertainty of accurate sizing in online shopping can lead to returns and exchanges, which are not only inconvenient for the customer, but they also contribute to carbon emissions with transportation of unnecessary items back and forth from the warehouse to the customer.
Since implementing this new technology, EQVVS has seen a substantial reduction in returns and an increase in sales.
An EQVVS online customer said: “I first used the Prime AI widget on EQVVS last week to purchase some new items to take away for a family weekend.
“It was easy and simple to use entering a few details such as height and weight, an added bonus was it asked how I liked my clothes to fit i.e. fitted, normal or baggy which I thought was a good personal touch.
“All of the four items that I purchased arrived promptly a few days later and all fitted just as I wanted.
“This was a mix of jeans, shorts and t-shirts. A great tool to have on the website and one I will certainly use again.”
While the 2020 lockdown was at its peak, E-Commerce manager Grace Forsythe decided shoppers needed a way to ‘try-on’ items online as their Lincoln and Mansfield shops were forced to temporarily close for a few months.
Grace said: “When in-person shopping became a safety risk and we had no idea how long lockdown would last, online shopping took on a whole new meaning.
“I felt we had to enhance the shopping experience to prevent anyone from making unnecessary trips.”
EQVVS marketing executive, Beth Fraser, saw an opportunity to partner with SaaS provider Prime AI to offer a more personalised shopping experience for EQVVS shoppers.
Beth said: “With more people needing to shop from the comfort and safety of their homes, we realised how important it was to get the right fit the first time.
“Typical size guides can only go so far which creates friction in the customer journey.
“Prime AI stepped up and worked with us to provide the perfect solution.”
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Credit: CityX
Photo: Filipe Castro