Inconsistent Sizing Drives Billions in Returns and Deters Online Fashion Shoppers

Inconsistent clothing sizing across and within brands is costing the fashion industry billions in returns and significantly deterring online purchases, according to recent industry analyses. This pervasive issue leads to customer frustration, increased operational costs for retailers, and contributes substantially to textile waste.

Jelle Prins, a user on social media, highlighted this common consumer pain point, stating, > "I wonder how much additional sales / fewer returns clothing brands get that are very consistent with sizing. There are a few brands that I love, but in sizing I can be anywhere between S and L, and this prevents me from ordering. Or when I order, I know I’ll have to return at a size." Prins further noted the positive impact of reliable sizing: > "Then there are a few brands for which I know M will be the perfect fit, and that removes a mental barrier to order. And far less returns."

The problem stems from a lack of standardized sizing in the fashion industry, where brands often create their own sizing charts based on target demographics or even vary measurements within a single brand due to different fits or fabric suppliers. This leads to what is known as "vanity sizing," where garment sizes are adjusted to make consumers feel smaller, further confusing the market. Studies indicate that up to 75% of clothing returns are due to poor fit or incorrect sizing.

The financial burden on retailers is substantial. While e-commerce return rates have seen a slight decline overall, fashion remains an outlier with return rates hovering around 25%, significantly higher than the average. Processing these returns incurs considerable costs, including two-way shipping, inspection, and restocking. In many cases, returned items are not re-entered into inventory due to the time and labor involved, often ending up in landfills or incinerators, contributing to significant environmental waste.

To combat these challenges, the fashion industry is increasingly investing in technological solutions. AI-powered sizing recommendations, virtual try-on tools, and 3D body scanning are being deployed to help customers find the right fit before purchase, thereby reducing the likelihood of returns. Additionally, brands are focusing on providing more detailed product descriptions, high-quality imagery, and customer reviews to set accurate expectations. The goal is to enhance the online shopping experience, build customer confidence, and reduce the costly and environmentally damaging cycle of returns.