Tech Solutions Emerge to Tackle Fashion‘s Persistent sizing Problem
LONDON – The fashion industry is increasingly turning to artificial intelligence and advanced technology in a bid to resolve its long-standing and costly sizing inconsistencies, a problem now escalating to boardroom-level concern. Returns, driven largely by ill-fitting garments, are not only impacting profitability but also hindering sustainability efforts, prompting brands to explore data-driven design and personalized shopping experiences.
The issue affects consumers globally, costing the industry billions annually and contributing significantly to textile waste. Returns are now a critical business challenge, with mounting pressure to reduce environmental impact. The British Retail Consortium (BRC) reports its members are actively collaborating with tech innovators to provide customers with more accurate sizing recommendations, aiming to minimize returns and promote responsible consumption.
“Smarter sizing tech and AI-driven solutions are key to reducing returns and supporting the industry’s sustainability goals,” a BRC representative stated. “BRC members are working with innovative tech providers to help their customers buy the most suitable size and reduce returns.”
While a single, definitive fix remains elusive, the emergence of platforms like Fit Collective, alongside a growing number of virtual try-on tools and size-prediction technologies, signals a shift within the industry. Data-driven design is gaining traction as fashion houses seek to leverage insights for improved fit and reduced waste.
