An online marketplace for fashion that becomes personal

An online marketplace called Shoptrue launched on Tuesday. It is driven by machine learning and designed to provide a more personalized shopping experience.

According to the company, the Shoptrue platform showcases around 2,000 fashion brands and offers a unified one-click checkout experience. The platform aims to enable shoppers to share their favorite fashion and style point of view, publicly or privately, and to seek out style ideas and product recommendations from stylists and influencers.

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Shoptrue has an onboarding quiz to help establish baseline preferences and generate a personalized “shop” with an initial set of curated recommendations culled from the men’s and women’s products listed on the site. The quiz is also designed to help deliver editorial content mapped to users’ interests.

With its machine learning technology, the Shoptrue platform intends to constantly learn and improve based on a variety of user interactions, product engagement and buying behaviors, so over time the user experience will be more and more personalized.

ShopTrue was launched by Romney Evans, who co-founded fit technology company True Fit. According to Evans, the Shoptrue marketplace offers a “highly personalized experience” by matching people with their favorite brands and styles in a more accurate and personal way than the typical style recommendations seen on many e-commerce sites.

“Informed by a data-driven understanding of the relationship between shoppers and what they love to wear, the Shoptrue team has developed unique features that put the user back into the AI ​​curation experience, as opposed to style advisors that rely solely on a prescriptive algorithmic approach,” Evans said in a statement. “Shoptrue is based on the belief that AI [technology] it should complement and enhance every part of the fashion discovery process, but not replace it.”

Also in the venture is Condé Nast veteran and fashion tech entrepreneur Brandon Holley, who has become the head of fashion at Shoptrue. Holley created Everywear, a software platform that provides style inspiration, which has been incorporated into Shoptrue.

Additionally, John Lashlee, a former data scientist for Netflix and LinkedIn, has become vice president of data science at Shoptrue.

With the marketplace format, Shoptrue does not own the merchandise listed or handle shipping to customers, but receives commissions on sales. It sells items from Nike, Ganni, Wolford, Helmut Lang, Adidas and Max Mara, among others.

According to the company, Shoptrue will soon be able to pre-filter size and fit specifications on behalf of shoppers to ensure they only see products that are available in their preferred size, eliminating daunting out-of-stocks for customers.

Further simplifying the shopping experience is the site’s unified one-click checkout for all brands.

Company executives also said Shoptrue is geared towards helping consumers receive the styles and fits they want, will help brands and retailers capture more shoppers and reduce returns, in effect supporting the growing trend toward more sustainable.

“It will take time, but today begins our rollout of an exciting stream of innovation and distinctive experiences that will make it easy to get only what you love,” said Evans. “We aspire to delight shoppers and earn their trust as we improve their shopping experience every month and every quarter through innovation, trial and error, and listening to their feedback.”

Evans also indicated that Shoptrue allows users to select and delete items they don’t like, and create “shops” that reflect their preferred style, brand, fit, and size. The site will exit beta in Q1 2023 with the introduction of these peer-generated stores.

“We’re making it easier for people to find just the things they’ll love, and then give them the tools to organize and share their POV style with the world,” Holley said.

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