AI sizing the answer to costly returns
Combining advanced machine learning algorithms and detailed customer data, AI-driven sizing solutions can accurately match consumers with products that fit first time – drastically reducing the number of expected returns while also boosting customer retention.
“If you don't nail fit… then you're not going to retain customers. You're going to pay to acquire them, they're going to return the products, and they're never going to come back.” - Drew Cook, CFO and Head of Operations, Pact
Brands like Pact are realising the AI benefits alongside nearly half (47.4%) of U.S. retailers surveyed by ReturnPro, who have already used AI to make more detailed product descriptions and sizing information available to consumers.
But how does it work?
Underpinned by digital twin technology, which operates by creating a virtual digital replica of a physical counterpart (in this case the customer’s body) AI sizing solutions, Bold Metrics, references an extensive dataset to generate a digital twin with over 50 precise body measurements, instantly - analyzing just a few customer inputs such as height, weight, and age.
This approach has led to an 18% reduction in fit-related returns on average — eliminating the need for complex size charts, and addressing traditional inventory inefficiencies.
Menswear retailer Mizzen+Main has seen big successes using Bold Metrics’ AI-driven sizing platform to power its Shirt Finder. The platform helps shoppers find their best fit while building them specialized product landing pages that incorporate customer feedback and data.
Retrofete is another retailer that turned to Bold Metrics for data-driven fit and sizing personalization, which resulted in significantly increased engagement and conversion rates. "This gives customers the ability to enter certain dimensions of their body. Then we can say 'this size will fit perfectly' or 'if you size up, it may be loose here and tight there.'"
Maddie Katz, Director of eCommerce, Retrofete
AI, sizing up sustainability goals
Sustainable apparel brand, Pact, is also using AI sizing to deliver against its sustainability objectives.
Fewer returns also mean fewer shipments, less repackaging, and a lower overall carbon footprint. U.S. eCommerce apparel returns, due to fit alone, result in approximately 168,337 tons of landfill waste and contribute around 1,043,481 tons of CO₂ to the atmosphere every year.
Want to know what this looks like for your brand? Use this sustainability calculator to see how reducing fit-related returns can drive positive change and reduce your environmental impact.
Wrapping up
The future of retail is digital, sustainable, and data-driven.
AI-powered sizing solutions are helping to reduce return rates, streamline inventory management, and increase customer satisfaction – a clear path to profitability in 2025.
Real-world examples demonstrate the transformative impact this technology is already having in the sector. While some brands may face data integration, privacy, and implementation challenges, those that successfully navigate these will be best positioned to thrive in an increasingly competitive digital landscape.“It's hard to know for sure, but I believe AI-powered tools will have a major role to play in improving the overall customer experience and reducing operational challenges.”
Maddie Katz, Director of eCommerce, Retrofete
Conclusion
Returns don’t have to be a retailer’s Achilles’ heel. With the right strategies, they can become a tool for strengthening customer relationships. By addressing core issues like sizing and optimizing the returns process, brands can reduce costs, build trust, and foster loyalty.