ASOS launches Fit Assistant to help customers find right size

ASOS has announced the global app roll out of its sizing tool, ASOS Fit Assistant, which works to help customers find their right size the first time.

The Fit Assistant uses machine learning to provide bespoke sizing recommendations on the online retailer’s product pages. Powered by Fit Analytics, ASOS has created a native in-app tool which gives the customer a size recommendation based on previous purchases and returns. If the customer chooses to answer three short questions about their height, weight and fit preference, a more accurate result will be displayed.

Andy Berks, digital product director at ASOS, said: “We want to do all we can to make sure our customers are getting the right size, first time. This is where ASOS Fit Assistant comes in – we can now offer personalised size recommendations across ASOS collections, exclusive labels and fashion favourites.

“Ultimately, we’re here to make our customers’ lives easier, giving them the confidence to shop with us and minimising the risk of disappointment when their ASOS parcel arrives.”