Data-driven personalisation platform True Fit has entered a strategic partnership with Google Cloud.

The partnership will enable retailers to have improved access to the company’s largest connected data set for fashion Fashion Genome, which powers the True Experience platform.

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Since 2010, True Fit has raised more than $100m from venture capitalists to build Fashion Genome and organise it with the footwear and apparel data.

The technology company seeks to ‘unlock digital growth’ in the $2trn global footwear and apparel industry.

The personalisation platform enhances the shopping experience by allowing retailers to insert style, fit, and size recommendations for its customers.

According to the software company, retailers that use True Fit’s platform on Google Cloud’s infrastructure benefit from minimised returns, increased customer lifetime value and loyalty.

The partnership will also help enhance the processing power, speed, and reliability subsequently improving the shopping experiences, relevance, and insights.

True Fit co-founder and chief product and marketing officer Romney Evans said: “We believe in a diverse retail future that closely connects retailers to their consumers.

“We’re thrilled to partner Google Cloud not only for performance, speed, and reliability but also because our two companies have shared values for providing retailers white-glove service, as well as shared vision and incentives to help create a thriving, competitive and connected retail ecosystem that inspire consumers.”

The True Fit platform is currently used by 250 global retail sites, representing 17,000 brands and 150 million registered users.

In a separate development, True Fit partnered with multi-enterprise platform Bamboo Rose to offer a hyper-personalised selection of apparel and footwear products online.

True Fit is a data-driven personalisation platform for footwear and apparel retailers.