Asos expands Fit Assistant personal sizing across globe


Asos has expanded its artificially intelligent sizing system Fit Assistant to its global international websites and app.

After a successful rollout in the UK over the last year, the software, which offers personalised sizing recommendations to every customer, will now be available worldwide.

Developed alongside Fit Analytics, Fit Assistant uses machine learning to analyse previous purchase and returns data, while new users can answer three questions about their height, weight and size preferences to build a personal profile.

This marks the next development in Asos’ drive to integrate emerging technologies into their platform, announcing last month that customers can now shop using their voice via its Enki chat bot.

“We want to do all we can to make sure our customers are getting the right size, first time,” Asos digital product director Andy Berks said.

“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 customer’s lives easier, giving them the confidence to shop with us and minimising the risk of disappointment when their Asos parcel arrives.”

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