Brookfield Properties will roll out FIT:MATCH’s 3D AI-powered contactless match technology at three shopping centers across the U.S. The experience will debut at the Oakbrook Center near Chicago in mid-August, followed by the Glendale Galleria in the Los Angeles area and Stonebriar Centre in the Dallas area in mid-September.
The technology “fitches” shoppers by asking a series of questions on their smartphone and measuring 150 body points to generate product suggestions that prioritize fit first and style second. Once the process is complete, customers receive a unique FITCH ID that can be used to bring up a personalized assortment of products that have a 90% or better likelihood of fitting them. The FIT:MATCH algorithm assigns a unique relevancy score to each user for each apparel item based on their FITCH ID, data from brands’ tech packs and specifications such as fabric type and stretch.
“We are always focused on innovating to make the consumer shopping experience better and to drive results for our brand partners,” said Patty Hirt, Director of Retail Development at Brookfield Properties in a statement. “We collaborated with FIT:MATCH on a highly successful pilot of the studio experience in our Baybrook Mall property, so we’re very excited to now be expanding our strategic partnership and investment. We’re confident this data-driven, contactless experience will drive traffic and engagement at Oakbrook Center while permanently addressing one of the most intractable problems we all face when shopping for clothes — finding exactly the right fit.”
The FIT:MATCH and Brookfield Properties pilot concept was launched in Houston’s Baybrook Mall in late 2019 and early 2020. That test generated an 80% participation rate among people who entered the FIT:MATCH Studio, and resulted in nearly 4,000 consumers getting fitched and joining the platform over a three-month period.
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