Measmerize vs True Fit: The Smarter, Compliant Fit Tech for Global Fashion Brands
When it comes to AI sizing technology for fashion ecommerce, both True Fit and Measmerize claim to help reduce returns and boost conversion rates. But beneath the surface, the two solutions take very different approaches to how recommendations are made, data leveraged, compliance, data, and accuracy.
If your brand operates globally — across Europe, the US, or Asia — the distinctions matter.
It's sometimes hard cutting through all the promises and the marketing messages, so we thought we would focus on what can be measured and/or tested (feel free to do your homework and double check what we're saying - trust but verify!)
Let's look at the data.
Ps. All of the below was measured on True Fit's and Measmerize's client websites in October 2025.
1. Integration and script weight: True Fit is 6.5x heavier
The weight of the script your installing is important, it can affect your website performance — beyond that, it is also an indication of the quality of code generated, and can be a good indicator of the quality of algorithms.
- True Fit integration weighs approximately 3.9 megabytes
- Measmerize, which offers more solutions (more details below), including size chart, questionnaire based size advisor, body scanner, and covers apparel, shoes and kids with different journeys weighs approximately 0.6 megabytes, 85% less
Better website performance with more features. For more information visit our Integration section
2. Product Data Intelligence: Beyond Brand Comparisons
Your products are all unique. A consumer may be a size S in one tshirt, and an M in a different one. The foundation of accuracy lies in how product data is used.
- True Fit: doesn't analyze product measurements or size charts in detail, on its Shopify solution it doesn't even require you to add them.
- Measmerize: leverages tech packs, size charts, and detailed product attributes (e.g. fit, product category, fabric) — all verified by proprietary algorithms.
That means no brand-to-brand guessing — just accurate, product-specific size recommendations from day one.
3. Accuracy: AI That Delivers from Day One
- True Fit: recommendations are based on a pure machine learning (artificial intelligence) model. Based on how consumers answer the questionnaire, they are clustered (consumers who answer similarly should have similar bodies) into different groups. When a consumer is seeking a recommendation True Fit looks at what size was purchased and not returned by that cluster. This means that True Fit requires large sales volumes before achieving reliable accuracy. Accuracy is then reset every season
- Measmerize: delivers high accuracy immediately by analyzing both product and consumer measurement data. Measmerize estimates consumers body measurements based on how they answer the questionnaire (and or use the bodyscanner), and then compare those to the measurements of the garment (finetuned as described above). We use machine learning (AI) to fine-tune the recommendation, not as the basis.
The result: faster ROI, fewer returns, and a consistent fit experience even for new collections or small-batch designs.
4. Privacy Compliance: Global vs. Regional
Privacy is no longer optional. It's a core requirement for ecommerce scalability.
- True Fit is only compliant in the USA. It fails to meet GDPR and APAC privacy standards, transferring user data to the US (where its data science team is based) without explicit consent from the consumer.
- Measmerize, in contrast, is globally verified by Baker McKenzie every year, ensuring compliance across GDPR (EU), CCPA (USA), and APAC (including Mainland China) regulations.
Result: Measmerize provides privacy-by-design assurance for retailers expanding internationally — no compliance gaps, no legal risk.
5. Cookies Compliance: Trust and Transparency
Cookies are another compliance frontier many vendors overlook.
- True Fit: stores data and remembers user preferences even after cookies are refused. You can test this - if you refuse all cookies on the retailers website, then receive a recommendation from the True Fit widget, and then navigate to a different product, you will be automatically recognized and a recommendation will automatically appear
- Measmerize: integrates seamlessly with each retailer's own cookie wall (leveraging multiple integration with Cookie Management Solutions - e.g. Onetrust), ensuring that no data is tracked without explicit user consent, ensuring 100% alignment with local laws and consent frameworks.
For data-conscious retailers, this means full transparency and a legally sound customer experience.
6. Accessibility (WCAG 2.2 AA): Inclusion at Scale
Accessibility is critical for user experience and brand trust.
- True Fit: fails WCAG 2.2 AA requirements, with reported major issues on fit preference pages.
- Measmerize: fully compliant, even when customized to match retailer UX and branding.
Measmerize empowers retailers to deliver inclusive shopping experiences while maintaining full creative control.
7. Branding: Own the Experience, Don't Rent It
Your sizing tool should amplify your brand — not override it.
- True Fit: uses its own branding and interface across retailers.
- Measmerize: enables full customization to match your Brand DNA, ensuring a seamless, native UX that aligns perfectly with your store's look and feel.
For fashion brands that prioritize brand experience, Measmerize delivers a truly white-labeled solution.
The Verdict
Measmerize outperforms True Fit in every critical area for modern retailers:
- Website performance and code quality
- Global compliance across privacy and accessibility,
- Immediate AI recommendation accuracy, and
- Full ownership of brand experience.
For digital leaders in fashion, Measmerize offers the next-generation solution to reduce returns, boost trust, and personalize fit — at global scale.
Ready to See It in Action?
Discover how Measmerize helps fashion brands deliver accurate, compliant, and personalized size guidance worldwide.