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Asos rolls out fit technology

Asos has rolled out its Fit Assistant feature for its app and website worldwide.

The tool, which helps customers choose the right size using machine learning, was initially launched to UK customers in January 2017 but will now be available to Asos shoppers around the world.

Built in partnership with Fit Analytics, the feature uses previous purchase and returns data to make personalised size recommendations to customers on product pages. Users can also answer three additional questions about height, weight and fit preference to improve the results.

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 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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