ASOS Fit Assistant is the smarter way to get sizing right, first time. Using machine learning, ASOS can now provide bespoke sizing recommendations on their product pages. Powered by Fit Analytics, ASOS has created a native in-app tool which gives the customer
a size recommendation based on previous purchases and returns. If the customer chooses to answer 3 short questions about their height, weight and fit preference, a more accurate result will be displayed. This is especially useful for customers new to shopping on ASOS.

Andy Berks, Digital Product Director at ASOS commented, “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.”

ASOS has been experimenting with machine learning tools for some time, always with the customer front of mind. Your Edit, Style Match and the ‘You Might Also Like’ carousel on product pages, are all examples of native ASOS tools that use machine learning to improve the customer experience.