Lucy & Yak, the British fashion brand, has recorded a five-fold hike in online revenues from customers using AI fitting tool True Fit.

The technology, which the retailer rolled out in February, uses cross-market data from over 82 million shoppers and more than 20,000 brands to identify the best fit based on a customer's unique preferences.

Since its launch on the retailer's website, the platform has generated more than 284,000 fit recommendations and seen a 541 per cent increase in revenues from those using the tool.

“Enabling customers to quickly and easily find the right size and fit, first time and every time, is central to delivering online buying journeys where our customers feel supported and confident," said Sue Butterworth, head of technical and compliance, Lucy & Yak. "True Fit’s fit recommendation engine triangulates millions of data points, improving fit assurance, enhancing customer experience and growing conversions."

Butterworth added that the move has helped it target reduced size-related returns and size sampling behaviours, contributing towards the company's sustainability efforts.

The business has also used sizing data to make product improvements, such as changes to height.

Lucy & Yak has recently been growing its brick-and-mortar footprint with the launch of stores in Exeter, Bristol, Cambridge and Manchester.

The company is also expanding its digital presence across its Direct To Consumer website and social channels, including TikTok.

The retailer, which has further expansion planned for the UK, is also eyeing the US as a strategic growth market.

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