Massachusetts-based fit personalisation platform True Fit has extended its collaboration with Google Cloud to unlock data-driven growth for fashion retailers.

Forging stronger integrations with key Google Cloud services, BigQuery and BigQuery’s Analytics Hub, True Fit is optimising how it serves and shares the data and analytics from its Fashion Genome, said to be the world’s largest connected dataset for fashion and apparel, with its retail and brand partners.

The Fashion Genome brings together data from 80 million active members and more than 17,000 brands to unlock insights and serve fit personalisation to shoppers. The fit recommendations generated by the platform help build confidence for shoppers buying clothes. This lets retailers improve the customer experience, drive conversion and increase revenue, while reducing fit-related returns.

True Fit is leveraging BigQuery, a managed cloud-based data warehousing offering integrated with Google Cloud products, and Analytics Hub, a service within BigQuery that simplifies how data are served, to deliver more actionable insights to its retail partners. This powers enhanced personalisation, making it easier for brands and retailers to leverage the Fashion Genome to bring personalisation to shoppers.

“Optimising how data are served and powering more actionable insights through our Google Cloud integration means our retail partners can deliver great shopping experiences, higher conversion, and ultimately greater revenue,” said Raj Chandrasekaran, CTO of True Fit. “Our ability to process volumes of data and exchange data easily with our customers have been propelled forward by collaborating with BigQuery and Analytics Hub.”

Carrie Tharp, vice president for retail at Google Cloud, added: “Retailers want to simplify how they manage and analyse data to generate more impactful insights for their business. Now that True Fit’s Fashion Genome is more deeply integrated with Google Cloud, retailers can apply our technology to their most critical data sets to unlock new business value and create more personalised buying experiences for consumers.”

The True Fit platform for apparel and footwear retailers optimises fit guidance. The dataset is organised and connected to streamline the buying experience, drive loyalty with shoppers, and deliver insights and data services to retailers.

“Our extended partnership with Google Cloud, which gives us the ability to offer retailers easier access to insights from important datasets, becomes even more pertinent in the context of the economic headwinds and uncertainty that we’re seeing globally,” said William Adler, CEO of True Fit. “Capabilities that help retailers win hard-fought conversions while maintaining margin will become all the more imperative.”