How EQVVS is solving the problem of finding the perfect fit online

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Lincoln-based designer menswear retailer EQVVS has partnered with Prime AI to provide customers with the perfect fit despite fitting room closure during lockdown.

Acutely aware of the impact fashion has on the environment, EQVVS uses artificial intelligence to alleviate customer returns and exchanges.

EQVVS has made customer and staff safety a priority throughout the pandemic and has evolved to accommodate the ‘new normal’ in fashion retail.


Online shopping has become the main source of entertainment this year, providing a much-needed distraction from the news for many of us. You can't deny the safety and convenience it provides, as proven necessary during this year’s lockdown.

Let's be honest: Shopping for clothes online can be a gamble no matter how well you measure yourself. Nothing can compare to trying on the items for yourself in person, can it?

Sizes vary, sometimes significantly, across many designer brands, which is frustrating for many fashion-conscious shoppers. Without a way to try before you buy, many resign themselves to a cycle of buying and returning items in multiple sizes before finding the perfect fit. Unfortunately, this is not only inconvenient for the customers, but it also contributes to carbon emissions with the transportation of unnecessary items back and forth from the warehouse to the customer. Not only is it bad for the environment, but the time it takes banks to refund a purchase can hinder customer and business finances.

Since EQVVS launched in 2014, the installation of a warehouse above the Lincoln shop was only natural. With increasing popularity in their Mansfield and Lincoln shops, the website helped meet growing demands, which allowed EQVVS to elevate its brand portfolio season after season. Currently, EQVVS carries over 35 designer menswear brands, each with their own size guides and unique fits.

Originally, only manufacturer size guides were listed on-site and customer service provided measurements over the phone to customers. This worked well, however customers occasionally struggled with specific sizes and would be forced to go through the hassle of exchanging items.

While the 2020 lockdown was at its peak, E-Commerce manager Grace Forsythe decided shoppers needed a way to ‘try-on’ items online as their Lincoln and Mansfield shops were forced to temporarily close for a few months.

“When in-person shopping became a safety risk and we had no idea how long lockdown would last, online shopping took on a whole new meaning. I felt we had to enhance the shopping experience to prevent anyone from making unnecessary trips.”


When looking for new clothes online, customers are confronted with the issue of not having the option to try on items within a fitting room setting. EQVVS faces the unique challenge of offering relative, non-regulated and often subjective garment sizes to an audience that comes in every possible shape and form. Furthermore, due to the COVID-19 pandemic, there’s the added risk of customer and staff safety which makes shopping even more difficult.

EQVVS marketing executive, Beth Fraser, saw an opportunity to partner with SaaS provider Prime AI to offer a more personalised shopping experience for EQVVS shoppers.

'With more people needing to shop from the comfort and safety of their homes, we realised how important it was to get the right fit the first time. Typical size guides can only go so far which creates friction in the customer journey. Prime AI stepped up and worked with us to provide the perfect solution.'

Prime AI utilises artificial intelligence to understand the best size for customers, then learns from sales and return history in order to provide the perfect fit. To find their size, customers must input their height, weight and fit preferences before Prime AI determines which size in that product will be the best match.

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“At Prime AI, we use proprietary artificial intelligence to match customer biometrics to garment SKU specifications and provide accurate size recommendations instantly. We are the only provider to develop sizing models down to SKU level, even when no garment specifications are available.”

Since implementing this new technology, EQVVS has seen a substantial reduction in returns and an increase in sales. Customer feedback has been extremely positive:

“ I first used the Prime AI widget on EQVVS last week to purchase some new items to take away for a family weekend. It was easy and simple to use entering a few details such as height and weight, an added bonus was it asked how I liked my clothes to fit i.e. fitted, normal or baggy which I thought was a good personal touch. All of the four items that I purchased arrived promptly a few days later and all fitted just as I wanted. This was a mix of jeans, shorts and t-shirts. A great tool to have on the website and one I will certainly use again. ''

When it comes to the ‘new normal’ EQVVS has made it a mission to provide a safer shopping experience for everyone.

“The message is clear: we must work together and consider new technologies to support the High Street whilst protecting the consumer.”

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- EQVVS takes pride in being at the forefront of men’s premium designer fashion, with an ever growing brand portfolio. Expanding from a single aspirational shop, to an online empire with four highly established High Street stores; they continue to bring the best selection of designer, luxury fashion to the high street consumer, whilst constantly pushing the boundaries in digital innovation and exceptional customer service. From jackets and jumpers to T-Shirts and shorts, EQVVS carries thousands of products in a variety of sizes and styles available to shop both in-store and online.
- Prime AI markets itself as a technology partner to fashion retailers and is seeking to modernise the fashion retail industry. A size recommendation tool is not a “nice to have” functionality anymore. It is at the centre piece of a retailer’s business strategy. Prime AI offers an array of solutions and services comprising real time personalised shopping experience down to SKU level and advanced supply chain optimisation functions. The net result of partnering with Prime AI is higher conversion rate, but also and more importantly, less returned orders leading to higher profitability. Critically, supply-chain optimisation has positive compounded effects on driving profitability, reducing carbon footprint and increasing the likelihood of more new and returning customers.

Request a demo now or contact us to find out more!