Overview

Adastria, one of Japan's leading apparel companies, has partnered with Bodygram, a Tokyo-based AI startup, to transform the online shopping experience. This collaboration introduces "Body2Fit," an AI-driven solution that provides personalized size recommendations by analyzing users' body measurements through smartphone photos. The integration aims to reduce return rates, improve customer satisfaction, and support Adastria's sustainability goals.

Challenge

Online apparel shopping often presents challenges related to sizing accuracy, leading to high return rates and customer dissatisfaction. Traditional size charts and inconsistent fits across brands further complicate the decision-making process for consumers. Adastria sought a solution that could offer precise, personalized sizing recommendations to enhance the online shopping experience and align with their sustainability objectives.

Solution: Body2Fit Integration

Adastria implemented Bodygram's "Body2Fit" solution across its e-commerce platform, including the .st online store. The process is straightforward: users input basic information such as age, height, weight, and gender, then take front and side photos of themselves. Bodygram's AI technology analyzes these images to estimate over body measurements, including waist circumference, shoulder width, and limb lengths. The system then recommends the most suitable apparel size based on these measurements.

The feature enables customers to find their best fit using one of two methods:

• Quick Input: Customers enter basic information (height, weight, age, gender), which the AI uses to estimate body measurements.
• Camera Mode: Customers can take two simple photos (front and side view) using a smartphone to generate more precise body measurements using Bodygram’s AI.

In both cases, the AI matches the customer’s measurements with Adastria’s sizing database to recommend the best size for each specific product. Once sizing is completed, the data is stored for future use, eliminating the need for repeated input across different garments.

Results

• Enhanced Customer Experience: Shoppers receive personalized size recommendations, reducing uncertainty and improving confidence in their purchase decisions.
• Reduced Return Rates: Accurate sizing leads to fewer returns, contributing to cost savings and supporting sustainability efforts.
• Increased Sales: Customers are more likely to complete purchases when confident in the fit, leading to higher conversion rates.
• Alignment with Sustainability Goals: By minimizing returns, Adastria reduces waste and supports its commitment to achieving carbon neutrality by 2050.

Future Prospects

Adastria plans to expand the use of Body2Fit across its other brands and retail channels. The company envisions integrating this technology with in-store experiences and customer relationship management (CRM) systems to provide a seamless omnichannel shopping journey. Additionally, insights gained from sizing data may inform product development, enabling Adastria to design apparel that better fits its customer base and further reduce returns.