Dive Brief:

• Lands’ End will employ San Francisco-based Secret Sauce Partners' Fit Predictor, which uses data from past purchases to help shoppers find clothes that fit best.

• For customers without a Lands’ End shopping history, data will be used from past purchases made at other clothing retailers.

• The service is touted as helpful without being intrusive or inconvenient because it doesn’t require customers to input their measurements.

Dive Insight:

Online fitting services have had mixed results, and the ability to try on clothes remains a clear advantage of brick-and-mortar retail. There are subtle aspects of fit, like how a fabric moves or clings, that can’t necessarily translate, ever, into any fit predictor that doesn’t involve a real body with the real clothes. But the Fit Predictor may be onto something, as past purchases likely reveal more useful information than strictly taking measurements.