A growing number of tech companies are working to address the long-standing issue of inconsistent sizing across the fashion industry. From virtual fitting rooms to AI-powered shopping assistants, these innovative solutions are empowering consumers and helping retailers reduce the staggering costs associated with returns.
The problem is all too familiar to many shoppers, with a single item often varying drastically in size from one brand to the next. This inconsistency has led to a flood of returns, costing fashion retailers an estimated £190 billion annually as customers struggle to determine their true size.
“I don’t trust high-street sizing,” one London shopper confesses. “To be honest, I buy by how it looks rather than the actual size.” Her experience is shared by many who order multiple versions of the same item, only to send the majority back.
In response, a new generation of sizing tech has emerged. Tools like 3DLook, True Fit, and EasySize use smartphone photos and body scans to suggest the most accurate fit, while virtual fitting room platforms from the likes of Google, Doji, and DRESSX allow shoppers to preview garments on digital avatars.
Going a step further, AI-powered shopping agents like Daydream, OneOff, and Phia can recommend options, compare prices, and provide “size insights” to boost consumer confidence.
“While these tools work at the e-commerce stage, a new UK start-up, Fit Collective, is taking a different approach: trying to prevent the problem earlier in the production process,” explains founder Phoebe Gormley.
Gormley, a former tailor, uses machine learning to analyse data on returns, sales, and customer feedback, providing clear guidance to design and production teams on how to adjust patterns, sizing, and materials before manufacturing begins. This proactive approach can save both time and money for both retailers and consumers.
However, some industry experts caution that technology alone won’t solve fashion’s sizing woes. “People aren’t mannequins, they’re unique, and so are their fit preferences,” says Paul Alger of the UK Fashion and Textile Association. He notes that sizing can be highly subjective, with body measurements rarely aligning perfectly with label sizes.
Additionally, the issue of “vanity sizing” – where brands deliberately create a more generous fit to appeal to consumers – further complicates the landscape.
Despite these challenges, the emergence of innovative tech solutions, alongside a growing ecosystem of virtual try-on and size-prediction platforms, suggests the industry is beginning to make progress in addressing this longstanding problem. As return rates continue to weigh on retailers’ bottom lines and sustainability pressures mount, more fashion houses may well embrace data-driven design to deliver a better fit for their customers.
