The Final Frontier of Online Trust
In the evolution of e-commerce, one challenge has remained constant: fit.
For years, consumers have been forced to guess their size — creating friction, frustration, and a costly cycle of returns.
At the latest edition of Fashinnovation DigiTalks (April 30th), industry leaders explored how digital retail innovation is finally closing the gap between the screen and the fitting room.
The Cost of Guesswork
Aaron Cunningham, Senior Vice President of Daily Mail, opened the conversation with a clear reality:
Return rates in online fashion often range between 20% and 40%.
The main reason?
Fit.
This is more than an operational issue.
It directly impacts margins, customer experience, and sustainability.
Human Insight Meets Technology
While the problem is technical, the solution must remain human.
Sheryl Clark, CEO & President of Boston Proper, highlighted a critical point:
Every body is different.
A customer understands her own body — where something works, and where it doesn’t.
When brands respect that individuality through better sizing tools, they don’t just improve conversion.
They build trust.
From Guessing to Knowing
Gustav Karlsson, Founder of WEON, demonstrated how technology is enabling this shift.
By leveraging AI and data-driven models, WEON is transforming the sizing experience:
- Reducing friction in the purchase journey
- Increasing customer confidence before the click
- Minimizing the likelihood of returns
This is not just an improvement in UX — it’s a shift in how digital retail operates.
Why This Matters for Digital Retail Innovation
Fit is no longer a secondary issue.
It is becoming a core driver of performance.
Brands that solve for fit will:
- Increase conversion
- Reduce returns
- Strengthen customer relationships
Those that don’t will continue to absorb the cost of uncertainty.
Missed the Live Session?
The conversation doesn’t stop when the stream ends.
👉 Watch the full DigiTalks session:
Watch the Recorded Version Here
What’s Next
At Fashinnovation, we continue to create spaces where these critical industry shifts are explored.
From DigiTalks to private Founders Tables, we connect leaders shaping the future of fashion.
Stay Ahead of the Curve
The future of digital retail will not be defined by who moves faster.
It will be defined by who builds trust.
