On the back of strong growth in North America, True Fit wanted to extend its global reach by launching into Europe and creating strong brand awareness across key business and fashion media, as well as among the analyst and influencer community.
True Fit is a data-driven personalisation platform for footwear and apparel retailers that decodes personal style, fit, and size for every consumer, every shoe, and every piece of clothing. Its Fashion Genome is the industry’s most comprehensive data set and collective in the nearly $2 trillion global apparel and footwear industry. By connecting manufacturing design data from thousands of leading apparel and footwear brands, anonymised consumer order data from 17,000 top retailers, personal preference data from 200million+registered True Fit users, and hundreds of millions of anonymous shoppers, it maps the detailed style, fit, size and other technical attributes from clothes and shoes to the detailed style preferences and buying behaviours of millions of individual shoppers. Put simply, True Fit uses the world’s largest data collective to take away the uncertainty around fit, size and style when shopping fashion online, helping customers find the clothes they will love and keep.
- Educate UK market at a business and consumer level on the benefits of ecommerce personalisation.
- Own share of voice in space and among competition.
- Boost credibility with data driven story lines.
- Evolve brand story from point solution to platform offering
- Drive web traffic from 3rd party media websites on to True Fit’s owned web platforms to move prospects along the sales funnel, encouraging content engagement to contribute to MQLs
Fieldworks has been working with True Fit for over two years as a key industry partner into Europe, focusing on growing brand awareness and building business conversations with key prospect targets.
Driving media coverage in key tier 1 publications including Vogue Business, Retail Week and Sourcing Journal is a fundamental aspect of the programme. Fieldworks’ strategic relationships with these tier 1 media facilitates influence at the highest levels, resulting in exclusive thought leadership opinion pieces and interview opportunities.
Analyst and influencer engagement is also a crucial element of the campaign. We work across tech, fashion and retail analyst community establishing briefing opportunities among those industry influencers who have the greatest reach and connection with target prospects.
Working closely with True Fit customers, Fieldworks develops compelling user stories that resonate with both journalists and prospects, facilitating wide-spread media coverage, industry award nominations and event speaking opportunities that puts the brand on the industry’s biggest stages. Fieldworks has secured speaking opportunities for the True Fit exec team at events including the National Retail Federation’s Big Show – the largest global industry event attracting over 40,000 delegates, and Retail Week Live, which attracts the highest echelons of UK retailers and sets the agenda for UK retail.
In addition, Fieldworks has profiled True Fit’s leadership team across key women in tech/leadership initiatives. From Mintel’s Female Founded to articles on getting women into data science (link to Computer Weekly article) as well as being recognised by various awards, including Women in Tech Excellence (link) and Computer Weekly’s Top Women in IT programme (link), the profiling of True Fit’s senior team has been critical in creating influence at the most senior level.
COMMENT FROM KRISTINE
“Fieldworks is much more than our PR team, they are our ear and mouth piece into the European market. They don’t just know the retail and tech industry inside out, but they have the little black book to back up those insights with introductions; they know the key people to influence in order to facilitate business conversations – crucially, how to reach them.
They operate as an integral element of our marketing team, continuously bringing us new ideas which have been very successful in generating headlines and driving awareness for the brand in Europe.”