Name: AI能解決時尚界的尺寸難題嗎？| BBC News (How could AI fix fashion’s fit problem? | BBC News)
Uploaded: 2025-11-16T20:17:47.000Z
Duration: 6 min 25 s

動名詞

I started making my own clothes when I was 14, fell in love with Savile Row.

我十四歲時開始自己做衣服，愛上了薩維爾街。

過去簡單式

Started interning in tailoring when I was 15.

to 不定詞

And every summer we thought, as soon as there's a womenswear tailor, I would really like to work for her on sapelbury.

每年夏天我們都會想，只要有女裝裁縫，我真的很想在她那裡工作。

But for 200 years, it was just menswear tailoring.

但兩百年來，都只有男裝裁縫。

Fast forward a few years, and Phoebe opened the first womenswear tailors on the iconic London street.

幾年後，Phoebe 在這條標誌性的倫敦街道上開設了第一家女裝裁縫店。

One thing that they all had in common is they would all come in and say, high street sizing is so bad.

她們有個共同點，就是都會進來說，流行服飾街的尺碼太糟糕了。

I don't think we can trust high street sizing at the moment.

我認為目前我們無法信任流行服飾街的尺碼。

So I think being able to just go by how it looks and forget about the number is always my go to.

所以我覺得能光看外觀就好，忘掉數字，這永遠是我的首選。

If you can reduce the returns, that would be ideal.

如果能減少退貨，那就太理想了。

If sizing with standard would help, might be looking at a size 8 for something else, and

如果標準尺碼有幫助，可能某件東西是 8 號，但

then it might be a size 10 in something completely different.

然後可能變成完全不同的東西，尺碼是 10 號。

And it could be disheartening when you think that you're one size in particular.

當你覺得自己是某個特定尺碼時，這可能會令人沮喪。

我的意思是，我的臀部比較寬。

Finding the perfect pair of jeans that fit is a challenge I'm sure many women can sympathise with.

找到一條完美合身的牛仔褲，這絕對是許多女性都能同情的挑戰。

And that's because there's no universal sizing, meaning that a size 10 can be too big or too small.

這是因為沒有統一尺碼，也就是說，10 號可能太大或太小。

It's just so hard to get a pair of jeans that fit.

So we put it to the test with pairs of jeans all in the supposed same size.

所以我們實際測試了幾件標榜同尺寸的牛仔褲。

Okay, so that one's coming out at 40 centimeters, and the smallest one here coming out at 33.

好的，這件量出來是 40 公分，而這最小的這件是 33 公分。

So that's a 7 centimeter difference on the half, which means it's 14 centimeter difference on, you know, the full circumference.

所以這半圈就有 7 公分的差距，也就是說，整圈的周長就有 14 公分的差距。

在時尚界，4 公分就差了一個尺寸。

So 14cm difference means there's three and a half sizes different between the biggest and the smallest.

所以 14 公分的差距，代表最大和最小的之間有三個半尺寸的差異。

Phoebe founded the Fit Collective, a tech startup that uses AI to help brands solve the clothing sizing problem.

Phoebe 創立了 Fit Collective，這是一家科技新創公司，利用 AI 協助品牌解決服裝尺碼問題。

As far as we know, we're the first solution that is really comparing all of their manufacturing data that's called PLM data, and

就我們所知，我們是第一個真正比較他們所有製造數據（稱為 PLM 數據）的解決方案，以及

So we're the first solution that's looking at when you make a dress that has a neckline this deep or a sleeve that long or a length that long or a hem that wide.

所以我們是第一個能看到，當你們製作一件領口這麼深、袖子這麼長、長度這麼長或下擺這麼寬的洋裝時。

So how do your customers actually feel about it?

那你們的顧客對此有什麼感覺呢？

And so comparing this huge data set of PLM data and commercial data is the first time that now you can actually see where those threads are and be able to pull on.

是以，比較這龐大的 PLM 數據和商業數據集，是第一次你們能真正看到問題所在並著手解決。

Changing this small thing is going to have this huge financial impact.

改變這個小地方將會產生巨大的財務影響。

The average return rate for clothing bought online is around 50%.

在網路上購買服飾的平均退貨率約為 50%。

And it's this data that's extremely useful.

So you've got transactions which people bought two sizes.

所以你們會看到人們購買了兩種尺碼的交易記錄。

Did half the people keep the bigger size and half the people keep the smaller size?

是有一半的人留了大尺碼，另一半的人留了小尺碼嗎？

You've got returns and you've got reasons why they returned, and

你們有退貨紀錄，還有退貨的原因，

also written commentary about why people are returning.

還有關於人們退貨原因的文字評論。

And you've got reviews and you've got customer service emails.

而且你們還有評論和客服電子郵件。

Fit Collective takes all of this data to drill down into how each garment is performing, using artificial intelligence to read, summarize and analyze all the feedback from customers.

Fit Collective 會匯集所有這些數據，利用 AI 來閱讀、總結和分析所有客戶的意見回饋，深入瞭解每件服飾的表現。

Crucially, the text solution means that you can wrap all of that up and deliver it in a really succinct message to the production team.

關鍵是，這個文字解決方案意味著你們可以將所有這些資訊濃縮，並以簡潔的訊息傳達給生產團隊。

For example, take 5cm off the length of this jumpsuit to reduce the returns by 4%, which is going to save you 312,000 pounds.

例如，這件連身褲的長度減少 5 公分，退貨率就能降低 4%，這將為你們節省 312,000 英鎊。

You know, being able to distill all of that data, all of that feedback into a single sentence that they can take action on in 30 seconds.

你知道，能夠將所有數據、所有意見回饋濃縮成一句話，讓他們能在 30 秒內採取行動。

Fit Collective is now working with about 10 brands.

Fit Collective 目前與大約 10 個品牌合作。

I can see those contracts growing significantly over time, and

我看得出來這些合約會隨著時間大幅成長，

then that's going to bring a lot more brands into using Fit Collective.

然後這也會讓更多品牌開始使用 Fit Collective。

People in the fashion industry often move around, they talk to each other.

時尚產業的人們經常流動，他們彼此交流。

When something works, everybody wants a bit of it.

當某件事奏效時，大家都會想分一杯羹。

And so I see that as being the growth vector for Fit Collective.

所以我認為這將是 Fit Collective 的成長動力。

And I wouldn't be surprised if we're working with 100 brands in a year's time.

而且我不會驚訝，一年後我們可能會與 100 個品牌合作。

And a number of high street retailers are already putting the tech to the test.

而且許多流行服飾街的零售商已經在測試這項技術。

像是 Me、M. Bowden 和 Rixo，舉幾個例子。

So what have they found out since deploying the AI?

那麼自從部署 AI 後，他們發現了什麼？

Halternecks are our highest returning neckline type.

削肩領是我們退貨率最高的領口類型。

We can then take that straight back to our garment tech team and they can then definitely look into all the patterns of our halter necks and understand, okay, is it from a particular supplier?

然後我們可以把這些資訊直接回報給我們的服裝技術團隊，他們就可以深入研究我們所有削肩領的版型，並瞭解，好的，是來自特定供應商嗎？

We've really changed our strategy from the data we've got from Fit Collective, that it was actually really unprofitable online.

我們根據從 Fit Collective 獲得的數據，徹底改變了策略，因為線上銷售其實非常不賺錢。

So it's more of an in store experience only.

And then we've learned that our US customers as well actually need more fit guidance and than our UK customer.

然後我們也學到，我們的美國顧客其實比英國顧客更需要尺碼指導。

But some say the fashion industry is a bit more complicated and believe there should be more wiggle room.

但有人說時尚產業比較複雜，認為應該有更多彈性空間。

Each designer, each retailer has its own interpretation of what the shape, the fit, the size should be.

每個設計師、每個零售商對廓形、版型、尺碼的定義都有自己的詮釋。

Some will like a more comfortable fit, some will like a tighter, more body hugging fit.

有些人喜歡比較寬鬆的版型，有些人喜歡比較貼身、能展現身材的版型。

That's part of their, that's part of their interpretation of the fabric and the trends of the season.

這也是他們對布料和當季趨勢的詮釋之一。

So a lot of UK designers that sell very successfully in Japan, for example, we work with many of them over the years, have to redesign their collections completely because the body shape in different parts of the world is different, take action.

所以很多在英國賣得很好的設計師，像是賣到日本的，我們多年來跟他們合作過很多，他們必須完全重新設計他們的系列，因為世界各地的人體形狀不同，要採取行動。

The Fit Collective is on track to expand.

Fit Collective 正朝著擴張的目標邁進。

Ultimately, the biggest bonus is that we've had a really big financial impact for our brands.

最終，最大的優勢是我們為我們的品牌帶來了非常顯著的財務影響。

So some of the brands we've been working with the longest have had a 10% reduction in their return rate since this time last year, which is really fantastic.

所以，我們合作最久的幾個品牌，自去年同期以來，退貨率減少了 10%，這真的很棒。

And that's kind of returns are increasing for all brands year on year.

而這就像是所有品牌年復一年退貨率都在增加。

So to have such a big impact has been really powerful and just shows what we're capable of.

所以能有這麼大的影響力，真的很強大，也展現了我們的潛力。