True Fit, a data-driven personalization platform for apparel and footwear, added a Shop for Others capability to its retail platform.

The feature extends True Fit’s Confidence and Discovery Engines by allowing True Fit users to create additional profiles for friends and family. Users toggle between fit, size and style recommendations for themselves and for others.

“Shop for Others makes shopping easier for those who already purchase apparel and footwear for other people in their lives, and finally gives those who don’t buy clothes and shoes for others the confidence to give it a shot,” said Romney Evans, co-founder of True Fit. “While I’m of course thrilled about what this means for the market, I’m mostly excited to finally have an easy way to buy the right clothes and shoes for my wife for every birthday, anniversary, Christmas, Valentine’s Day, etc.”

“At Carhartt, we are excited to expand our partnership with True Fit to include Shop for Others,” said Anna Cole, director of e-commerce operations, user experience and merchandising at Carhartt. “Our end customer is not always our shopper, and this new feature from True Fit will really benefit those consumers shopping online for gifts. We opted to launch this feature in time for our Mother’s and Father’s Day sale periods and are excited to leverage the valuable insights we’re gaining about our consumers and their behaviors.”

Shop for Others is available on select True Fit retail partner sites and will be available more broadly over the next several months.

Photo courtesy True Fit