Articles
Field notes on fit, returns & try-on.
What we’ve learned running virtual try-on for fashion brands — written for ecommerce, merchandising, and ops leaders.
May 2026 · 6 min read
Why 72% of fashion returns are fit problems — and what to do about it
Sizing and fit drive the majority of online fashion returns. Here's the breakdown by reason code, and the four interventions that actually reduce the number.
May 2026 · 5 min read
How Inditex spent €1.8bn on the problem every mid-market brand has
Zara's parent company quietly disclosed €1.8bn in reverse logistics costs in 2024. Here's what they're spending it on, and why your brand is paying the same cost per item.
May 2026 · 4 min read
The hidden cost of a fashion return: £25 per item adds up fast
A returned £80 dress isn't an £80 loss — it's a £25 cost. Here's the line-by-line breakdown of where that money goes, and what your true return rate is costing you per month.
May 2026 · 5 min read
Virtual try-on vs size guides: why guides don't work
Size guides have been on PDPs for 20 years. Return rates haven't moved. Here's why the size chart is structurally the wrong tool, and what replaces it.
May 2026 · 6 min read
How body measurement AI works — and why it's better than purchase history
Most size recommendation tools guess from what you bought before. AI body measurement looks at the actual body. Here's the difference, technically and commercially.