Fit or miss? Retailers offer new tools to help shoppers

NEW YORK — Stores watching Amazon take a larger share of clothing sales are trying to solve one of the most vexing issues for online shoppers: Finding items that fit properly.

The retailers are unleashing tools that use artificial intelligence to replicate the help a salesperson at a store might offer, calculate a shopper’s most likely body shape, or use 3-D models for a virtual fitting room try-on. Amazon, which some analysts say would surpass Macy’s this year as the largest U.S. clothing seller, is offering some customers an Alexa-powered device that doubles as a selfie-stick machine and a stylist.

Retailers want to reduce the rate of online returns, which can be up to 40 percent, and thus make customers happier — and more likely to be repeat shoppers. And the more interaction shoppers have with a brand, the more the technology will learn about shoppers’ preferences, said Vicky Zadeh, CEO of Rakuten Fits Me, a tech company that works with QVC and clothing startup brands.

“It’s all about confidence,” she said. “If they have the confidence to buy, they will come back to the retailer time and time again.”

The push is coming from big names such as Levi’s and The Gap and startups such as Rhone and Taylrd.

Levi’s new Virtual Stylist texts back and forth with online customers to offer recommendations, based on their preferences. Marc Rosen, Levi’s president of global e-commerce, said early tests show the chatbot is driving more browsers to become buyers.

Rakuten Fits Me, which works with QVC and other companies, fine-tuned its fit technology this summer and said its retail partners now offer garments that should fit shoppers’ body shapes when the customer first does the initial search. Shoppers provide three measurements — height, weight and age — and then it calculates a person’s most likely body shape, not size, to determine the fit for any garment and offer more accurate recommendations.