Retail technology firm TOTE has launched a new AI-driven platform designed to give shoppers bespoke advice on clothes fitting.

The technology uses AI and machine learning algorithms to help personalise the customer experience, including offering advice on colour, pattern, and style preferences. It also includes store flow management tools for brands track customer movement through stores and fitting rooms, as well as employee profiles to support a more tailored and personalised customer interaction.

The firm aims to bridge the gap between online shopping and in-store experiences, enabling customers to select items on brand’s website and have them waiting in a fitting room to try on in-store.

Online- only retailers can also use the platform to book virtual styling sessions, or to send shoppers to their stockists’ locations.

The start-up has since its inception in 2023 partnered with more than fifty brands, ranging from independent boutiques to large retailers, including Bandier, Still Here, Ramy Brook, and Susan Alexandra.

Since it rolled out its services, the startup has recorded over 3,600 fitting room bookings this year.

Daniel Nickel, founder and chief executive at TOTE, said: “We’ve tapped into how shoppers not only want to interact with brands, but how they expect to interact with brands.

“For every shopper that wants a high touch, 30-minute session with a stylist, we see another who just wants to know the item is available so they can try it on and get in-and-out.”

TOTE added it’s planning to expand to 1,000 brands by end of the year and launch a set of new features.

These include marketing tools to re-target shoppers who didn’t conclude a purchase and a new platform that will enable customers to find new stores and book fitting rooms across multiple brands.

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