True Fit, the digital platform which helps consumers find the right sized clothing, has expanded its partnership with Google Cloud.

True Fit’s Fashion Genome collects data from around 80 million users and over 17,000 brands. True Fit said it will use Google Cloud’s BigQuery and Analytics to improve how it shares data and analytics with retailers to provide more insights.

True Fit claims this will improve personalisation for customers, allowing brands to boost customer experience and drive sales. The company added that it will reduce fit-related returns and increase revenue at a time of global economic uncertainty.

Commenting on the news Carrie Tharp, vice president, retail at Google Cloud, said: "Retailers want to simplify how they manage and analyse data to generate more impactful insights for their business."

She added: "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."

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