Summary
The fashion industry faces challenges with inconsistent clothing sizes, leading to many online returns. Technology companies are developing tools like virtual fittings and AI to help shoppers find better-fitting clothes. Some companies are also using tech to adjust sizes before clothes even reach stores.
Key Facts
- Clothing sizes vary widely between brands, causing confusion and returns.
- Fashion retailers lose about £190 billion annually due to returns.
- Tools like 3DLook and True Fit use smartphone scans to suggest clothes that might fit better.
- Virtual fitting rooms allow shoppers to see how clothes might look using digital avatars.
- Some AI tools help customers describe what they want and suggest options.
- Fit Collective, a UK start-up, uses machine learning to improve sizing during production.
- Fit Collective has raised £3 million to develop its technology.
- Experts warn technology alone might not solve the problem due to unique body shapes and preferences.
