It's common to see fashion retailers focus on the latest bright new shiny toys considered to be the latest digital craze or phenomenon, and in doing so miss out on delivering content and experiences that really matter to consumers.  

One area where the majority of fashion retailers fall short, according to Euromonitor, is content and consumer experiences for size and fitting.

Consumer experience in this context relates to delivering positive, intuitive, seamless steps so the consumer can gain confidence in a his/her size selection when purchasing apparel online.  

Tamara Sender, Senior Fashion Analyst in the UK agrees,

One of the main barriers to shopping online for clothes is fit and it is still a category where consumers like to try on and see items in person.   

The retailers who face the biggest challenge in delivering fit and sizing solutions are with those who carry multiple brands.  

These retailers are reliant on the content provided by multiple suppliers along with juggling differing sizing rules for each garment type and brand.  

How big is this problem? 

Online apparel sales in the US continues to grow faster than any other ecommerce product segment.  This growth is stimulated by improvements in online merchandising and retailer improvements in return polices.  

For many, the motivation for offering lenient return polices and free shipping for returns is to compensate for inadequate fit and sizing content.  

According to Sophie Glover, head of technical services at online fashion juggernaut ASOS:

Some customers treat our free shipping service as part of their changing room experience, except it’s at home in their bedroom.

At Guess, eCommerce is “growing at a much faster pace than brick-and-mortar stores, but nonetheless, 70% of people who visit shop at the company’s physical stores” says executive vice president Michael Relich.

The size of the problem comes in three forms:   

  1. The lost opportunity with only a 2% conversion rate for apparel. This lost opportunity is compounded when considering the lifetime value of a customer not acquired. 
  2. The costs associated for a return: shipping, handling, credit card processing fees, repackaging, and restocking for seasonally sensitive products.  
  3. The operational stress put on the business. Imagine what a retailer could do with freed up resource from processing fewer returns.

Euromonitor's "Fashion Etailing and Innovation Hotspots" presentation in December 2014 discusses how fashion retailers need to do a better job of enabling consumers to "try before buying online".  

Other than the obvious suggestions of more flexible returns policies and offering in store returns and exchange options for online purchases, the presentation goes on to recommend investment in virtual fitting rooms. 

Are virtual fitting rooms the solution?

In recent years software companies have grown from the need to solve this problem:  Virtusize,, True Fit and Clothes Horse, have all attempted to tackle the fit challenge with a range of technology-based solutions, from 'morphing mannequins' to size recommendation engines, all with the goal to simulate the physical fit and sizing experience.    

Many retailers would accept the above solutions with open arms thinking this is the 'fit and sizing silver bullet'. But in fact it's not.  

To solve fit and sizing, retailers must effectively deliver two things working in unison:  accurate relevant content, and a good experience. Retailers who still have not perfected the content required to feed these software tools fall into the old saying, 'garbage in garbage out'.   

The size and fitting online journey must be easy to use. Virtual fitting room software is still relatively new for consumers and a 'best practice' approach has not yet been established.  

The steps from beginning to end must be fool proof making fundamental usability principals a critical part. 

Glovern from Asos, agrees and says….

Asos is regularly presented with new technology designed to support more accurate sizing choices and reduce returns related to this area of purchase, but so many of them are not practical in what they require the customer to do. 

To illustrate this point, you will now see what its like to learn your fit and sizing if shopping on QVC, which currently uses

Virtual fitting room in action 

The call to action on the product detail page

The first issue is the call to action on the product detail page being the same colour as the others.  

It should be a different colour to signify to the consumer this is not a buying action they will be undertaking. This is the fault of QVC not 


Time to load to activate the fit and sizing pop-up

When you select the 'See How It Fits' call to action, the software (at the time of writing this article) took a minimum of five seconds to deliver the pop up and activate the software. is a hosted solution making this their issue and an alarm bell for retailers. Make sure the software has scalable capabilities to accommodate traffic spikes and concurrent activity. 

Loading your size details. The first step requires you to enter your measurements, a very straightforward and obvious process.  What you can't see in the screenshot is, once you click on 'Bust' it coaches you how to measure this part of the body. No issue here. 


Error messages

If you enter in body dimensions not linked to the database you are told the size recommendation is not available.  This did not happen every time but enough to mention (approximately 10% of the time), and realistic measurements were provided during this analysis.  

Having a page appear with the message above would put consumers off and is a good example of insufficient content being fed into the software.  

Survey question.  

Once you successfully complete the process by selecting a size, a screen appears asking to rate the experience. This survey comes from attempting to measure its effectiveness with no regard for the retailer and more importantly to the consumer journey.     

The fact a consumer has selected a size from the should be a clear indicator of the value delivered.   Something easily tracked in analytics. 

Some positive feedback on When the software worked, it provided good recommendations and guidance as to when a garment was tight fitting and loose fitting based on the measurements provided. 

The image above shows how provides guidance around a garment being too tight if a consumer tries to purchase a size 12 with specific body measurements. also renders very well on both the tablet and smartphone.   

If and QVC worked together to iron out the issues mentioned above, together they would deliver a great service and experience.

The moral of the story is, the novelty of third party software wears off very quickly if the experience is clunky and content is inadequate.  The retailer cannot rely on the software to make their problem go away.  The consumer associates the bad experience to the retailer not the software tool.   

Virtual fitting room software is not a silver bullet and can create more problems than it solves.  So plan and research carefully.

Getting fitting and size right online is a key strategic piece of the multichannel puzzle. Recognise its importance and take your time getting it right.  

It's worth the effort.

Greg Randall

Published 9 February, 2015 by Greg Randall

Greg Randall is a senior digital consultant with Comma Consulting and a contributor to Econsultancy. You can connect with Greg on LinkedIn or Twitter

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Comments (2)


Matthew Szymczyk, CEO at Zugara

First off a disclaimer: Zugara also provides virtual dressing room solutions for online, events and in-store.

With that out of the way, I did have a few general thoughts on the article:

- For online, though you can approximate fit using different methods (manufacturer size comparison, avatar, etc.) you can't replicate tactile feedback, texture, where an item hangs/is snug, etc. I think because virtual fit technology is not truly solving actual 'fit', it's not meeting the silver bullet standards. That is not to say that there isn't a benefit in narrowing down size choices for the shopper.

- The webrooming trend is growing where shoppers are browsing retail sites on mobile/PC but buying items in-store. As this article points out, 61% of people surveyed are purchasing in-store to 'try it on' -

- Given how mobile/PC usage is growing for ecommerce but conversions are still very seems like the best strategy for a retailer is to utilize these types of virtual fit technologies to help drive to retail to purchase vs. potentially increasing return rates if consumers expect exact fit based on size approximation.

It's encouraging to see retailers test and pilot these technologies to refine what works/what doesn't. The virtual fit technologies seem to be a natural 'fit' for ecommerce only retailers. However, for omni-channel retailers, there seems to be a more integrated opportunity to increase conversions/reduce returns by using a combination of digital / in-store for the most important phases of the retail purchase funnel - discovery, trial and purchase...

about 3 years ago

Greg Randall

Greg Randall, Director at Econsultancy Guest Access TRAININGSmall Business Multi-user


Great comments and completely agree. What is encouraging is some of the examples coming out of China and parts of Europe with "at the door service". This is where consumers make an online purchase, then the last mile courier waits at the front door so the consumer can try on the garment to ensure the size and fit is to expectation. If not, then the return/exchange process can immediately begin. in China has partnered with Fedex to trial this premium service. Lamoda in Russia has taken it a step further by allowing the garment to be delivered and the customer pays for it only once they try it on. The courier processes the payment.

about 3 years ago

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