The Challenge of Sizing in Fashion
Fashion e-commerce has made significant strides in digital innovation, but one persistent issue continues to frustrate both consumers and brands: inconsistent sizing.
Unlike physical retail, where shoppers can try on clothing before purchasing, online fashion relies heavily on size charts, product descriptions, and model images—often leading to confusion and high return rates.
The practice of ordering multiple sizes with the intention of returning those that don’t fit—has become common, further increasing logistical costs and environmental impact.
The Rise of AI-Powered Size Advisors
To address this challenge, AI-driven size recommendation platforms are reshaping the future of online fashion shopping.
These virtual size advisors utilize different types of approaches including advanced machine learning, SKU-specific data, and predictive algorithms to offer consumers accurate size recommendations—eliminating the guesswork and enhancing the shopping experience.
There are currently 3 major approaches on the market we’ve identified:
1. Pure Machine Learning – Players in this space ask consumers basic questions about their body and cluster them based on their answers (consumers with similar answers should have similar bodies). When a consumer asks for a recommendation, using ML these players analyze what size was purchased and not returned by the consumer’s cluster. This approach has the benefit of not requiring product measurements from brands, but is only accurate with high sales / SKU – furthermore with a start of a new season accuracy resets to zero
2. Computer Vision – Players that use this approach ask consumers to take a picture of themselves using a phone, estimate their body measurements from the picture, and compare them to those of the garment. While immediately accurate, the process of taking a picture is complex and hence drives very low adoption rates for this type of solution.
2. Digital inches/cms – These players ask basic questions from the consumer, use their answers to estimate their body measurements using predictive AI, and compare them to the measurements of the garment. They then fine-tune the recommendation over time using machine learning. This approach strikes a good balance between accuracy and adoption rates, making it the fastest growing in the market.
Why Brands Are Adopting AI-Powered Fit Technology
1. Increased Conversion Rates – Uncertainty about fit is one of the main reasons shoppers abandon their carts. AI-powered sizing solutions increase conversion rates by 3-9x, as shoppers gain confidence in their purchase decisions.
2. Lower Return Rates & Cost Savings – By providing accurate size recommendations, AI solutions reduce return rates by 25-40%, saving brands millions in logistics costs. Additionally, fewer returns mean less waste, benefiting sustainability efforts.
3. Higher Average Order Value (AOV) – Shoppers who are confident in sizing tend to purchase more. On average, customers using AI-driven recommendations spend 10-15% more per order, as they are more likely to add additional items to their carts.
4. Improved Customer Experience & Brand Loyalty – A seamless sizing experience builds trust. When shoppers consistently receive well-fitting garments, they are more likely to return to the same brand, enhancing long-term customer retention.
5. Sustainability Impact – Returns contribute significantly to fashion’s carbon footprint, with reverse logistics generating substantial emissions. AI-driven fit technology reduces unnecessary shipments, directly contributing to a more sustainable fashion ecosystem.
How Measmerize is Transforming Fashion Fit with AI
Out of the many players in this space, we decided to focus on Measmerize, which was recently selected by the National Retail Federation as one of the 50 most innovative companies across all of retail during the 2025 NRF Big Show.
Measmerize is a well established Size Advisor that plays in the Digital Inches/Cms space.. By using machine learning, SKU-level data, and real-time consumer inputs, the system provides highly accurate, personalized size recommendations—without the guesswork.
Its thorough onboarding process is like no other we’ve seen on the market. While flexible and quick for retailers, it then analyzes in extreme depth the product inputs provided by brands to ensure accuracy from day 1, sometimes even with physical try-ons.
It ensures compliance with both privacy and accessibility laws globally, including mainland China.
The recently launched Smart Size Guide also allows brands to forgo the management of their traditional size guide, which are often generic and based on static values.
This has allowed them to pick up as clients 2 out of the 3 largest luxury groups in the world, 6 out of the 10 largest luxury groups in Italy, including well known brands like Moncler, Golden Goose, Stone Island, Tod’s Group, Herno, Dondup, and Save the Duck.
Virtual Try-On vs. Size Advisor: What’s the Difference?
Fashion e-commerce is increasingly exploring Virtual Try-On (VTO) solutions—which allow shoppers to visualize clothing on a digital avatar. While VTO can enhance engagement, it does not address sizing accuracy.
Size advisors, on the other hand, focus specifically on helping consumers select the right size through data-driven recommendations. Combining both technologies could be the ultimate solution, providing a more interactive and personalized shopping experience.
How Fashion Brands Can Leverage AI Sizing Solutions
1. Seamless Integration: AI-powered fit advisors can be easily embedded into e-commerce platforms with minimal setup, offering an intuitive experience for shoppers.
2. Data-Driven Refinements: Machine learning continuously improves recommendations based on user feedback, ensuring long-term accuracy.
3. Customization for Brand Identity: The solution can be tailored to match a brand’s aesthetic and messaging, providing a cohesive digital experience.
Final Thoughts: The Future of Sizing in Fashion E-Commerce
The future of online shopping lies in hyper-personalization—and fit recommendation technology is a crucial part of that evolution.
Brands that embrace AI solutions like Measmerize will be better positioned to meet consumer expectations, improve operational efficiency, and drive long-term success in the competitive digital fashion space.
As digital shopping continues to grow, fashion brands must embrace AI-powered fit finder solutions to stay competitive.
Innovations like Measmerize’s size advisor demonstrate how technology can solve one of the industry’s most pressing challenges—leading to higher sales, fewer returns, and a more sustainable, customer-centric future.
If you’re a fashion brand looking to reduce returns and enhance your customer experience, investing in AI-powered size solutions could be the key to profitably scaling your e-commerce business.
