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LK Bennett taps True Fit to bring AI to its digital fit experience

Premium British fashion brand LK Bennett has tapped TrueFit, the leading AI platform that decodes size and fit for digital consumers, to increase conversion, reduce returns, and drive customer loyalty.

Founded in Wimbledon in 1990, LK Bennett quickly became known as a uniquely British fashion brand, and has since garnered many celebrity fans, including HRH The Princess of Wales, Amy Adams and Eva Mendes. Its collections are renowned for their expert craftsmanship and signature detailing – from vibrant prints, elegant shapes and beautiful fabrics – to create distinctive and luxury pieces that are built to last.

Having always seen itself as a slow fashion brand, creating investment pieces for customers to love and wear forever, LK Bennett recently launched its LKB Conscious collection, which uses sustainable fabrics and methods to create keep-forever pieces. Furthering its sustainability efforts, it also offers LK Borrowed, its rental subscription service that gives customers access to endless styles for every day and any occasion.

LK Bennett will leverage True Fit’s Fashion Genome™, the broadest and richest global connected apparel shopping platform, to build confidence into the buying journey, increase conversion and reduce fit-related returns. True Fit’s recommendations are powered by the demographics, fit preferences, and transactional behavior of millions of global shoppers and enhanced by AI and continuous machine learning.

Darren Topp, CEO at LK Bennett, commented: “We want to be able to create white-glove experiences for our customers when they shop with us through any channel. Because our collections are designed to be keep-forever items, we want customers not only to love the quality and craftsmanship of our pieces, but also to have the confidence to purchase knowing the garment will fit them perfectly, based on their individual size preferences, when it arrives, improving customer satisfaction, whilst reducing returns.”

LK Bennett will also leverage the cross-market data generated from True Fit’s Fashion Genome™ to better understand how its customers shop both inside and outside of its brand. This will inform ranging and category expansion and help customers who currently only buy its shoes, for example, diversify to shop in other categories like dresses or trousers.

Jessica Murphy, founder and COO at True Fit, commented: “LK Bennett is the epitome of elegant simplicity – and it is building that straightforward seamlessness into its shoppers’ buying journey with its keep-forever philosophy. As it evolves its sustainability efforts further, we are looking forward to unlocking data and insights from our solution to help it reduce returns, all while improving customer experience and conversion rates to drive repeat purchases.”

LK Bennett has already implemented True Fit on its UK ecommerce platform, and will roll out AI size and fit personalisation to its U.S. and European sites later this year.