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Asos goes global with Fit Assistant

The Asos intelligent sizing system Fit Assistant has been rolled out to all Asos websites around the world and to its app. The solution was trialled initially in the UK and results were such that it is now available to all Asos customers around the world. Fit Assistant uses machine learning to analyse previous purchase and returns data, while new users are asked to answer three questions about height, weight and size preferences to build an initial personal profile.

"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 come in - we can now offer personalised size recommendations across Asos collections, exclusive labels and fashion favourites," said Andy Berks, Asos digital product director."

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