It started when Romney Evans sat outside a dressing room hearing his wife struggle to find the perfect pair of jeans. After the 12th unsuccessful pair, Evans – experienced in disruptive innovation from working at HBS innovation guru Clayton Christensen’s Innosight – figured there had to be a better way. The idea for True Fit was born: combine big data with a simple user experience to effortlessly find the right styles. Evans partnered with fellow Babson MBA classmate Jessica Arredondo Murphy, a seasoned apparel merchant for Filene’s (now Macy’s) and expert in fit and fashion, and the rest is history. Along with a team of brilliant engineers, the founding team launched mytruefit.com: a successful B2C test kitchen where they perfected the True Fit software and laid the foundation for scaled success.
Since then, True Fit has become a data-driven personalization platform for footwear and apparel retailers that uses rich connected data and machine learning to enable personal experiences for fashion retailers. It has organized the largest platform of apparel and footwear data through its partnerships with thousands of top brands, the world’s leading retailers, and millions of consumers. True Fit mapped the first-ever Genome™ for footwear and apparel. This unparalleled data set is the fuel for deep personalization, which helps retailers and brands unlock digital growth in the nearly $2 trillion footwear and apparel industry. True Fit's Genome powers a rich suite of personalization products, including its award-winning Confidence Engine™, allowing retailers to provide highly personalized fit ratings and size recommendations to shoppers, resulting in dramatic increases to net revenue. True Fit is also helping to unlock digital growth with its Discovery Engine™, which allows retailers to curate highly personalized collections to each consumer through personal style rankings that leverage its deep understanding of both users and garments. True Fit’s Confidence & Discovery Engines can be access via APIs to further personalize experiences for browse, search, email marketing, retargeting, in store clientelling, or chatbots. True Insight™ is its transformative BI suite for apparel / footwear brands and retailers which provides unparalleled insights to optimize marketing, merchandising and product development.