Knowledge Centre
Insights on fashion returns, fit technology, and conversion.
Field-tested writing for ecommerce, merchandising and ops leaders at online fashion brands.
1 January 1970 · 5 min read
Why 72% of Fashion Returns Are Fit Problems — And What to Do About It
Returns are eating fashion margins. The majority aren't preference problems — they're fit problems. Here's what actually reduces them.
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8 January 1970 · 5 min read
How Inditex Spent €1.8bn on the Problem Every Mid-Market Brand Has
Inditex spent €1.8bn on technology in 2025 to solve fit. The same model class is now available to mid-market brands for £99/month.
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15 January 1970 · 6 min read
The Hidden Cost of a Fashion Return: Why £25 Per Item Is Just the Start
Direct costs are only half the picture. The real cost of a fit-related return, including LTV erosion and bracket buying, is £40–£80 per item.
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22 January 1970 · 6 min read
Virtual Try-On vs Size Guides: Why Size Guides Don't Work — And What Does
Size guides answer a measurement question. Customers are asking a fit and appearance question. That's why size guides haven't moved the needle on returns.
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29 January 1970 · 7 min read
How Body Measurement AI Works — And Why It's Better Than Purchase History
Purchase history asks what someone bought. Body measurement AI asks what fits their actual body today. Here's how it works.
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