Return Rates Are Costing Fashion Brands More Than They Realize – Here’s Why Fixing Fit Matters

At a time when the fashion industry is facing both economic pressures and shifting consumer expectations, can you really afford not to provide accurate size recommendations on your website?

When 42% of return-related reviews for dresses cite fit issues (via Yotpo), brands can no longer ignore the importance of getting sizing right.

In 2024, returns accounted for 17% of all merchandise sales, totaling a staggering $890 billion — a 15% increase from 2023 (via SJ Hare). For fashion brands, this is more than just a revenue leak; it signals a serious customer experience problem.

Beyond lost revenue, returns cost retailers an average of 27% of the item’s original price due to logistics, processing, and inventory management. Each returned item requires:

• Additional packaging
• Restocking labor
• Potential markdowns for resale

Worse still, some returned items may not even make it back to inventory, adding to unsellable waste.

The damage doesn’t stop at your bottom line. Each return leaves an environmental footprint:

• Products are transported back, increasing carbon emissions
• Items are repackaged and restocked — or worse, sent to landfill

In fact, returns contribute up to 24 million metric tonnes of CO2 annually — and that’s only if the items are resold. Unresellable items amplify the problem even further.

POV: You buy a blouse online.

– The website is easy to navigate.
– Checkout is seamless.
– The package arrives on time.
– The blouse fits perfectly.

The result? The customer is satisfied.

Now imagine this customer also discovers:
– A handwritten thank-you note
– A small complimentary gift
– A 10% off coupon for their next purchase

That’s no longer just satisfaction — that’s delight. Creating memorable moments like these turns one-time buyers into loyal fans.

Now, picture the opposite scenario:

A customer spends hours searching for the perfect blouse. She finally finds the one — the right color, style, and fit for her upcoming trip. She’s excited.

🚨 But when it arrives — it doesn’t fit.

Now she has to:

– Waste time finding a replacement
– Go through the hassle of returning it
– Feel frustrated with your brand

The True Cost of a Poor Fit Experience

Here’s what your brand just lost:
– An emotional connection with the customer
– A potential brand advocate
– Repeat business — 80% of customers don’t return if the fit is wrong the first time

In an environment where customers are spending less and expectations are higher, accurate size recommendations aren’t just helpful — they’re essential. Investing in better sizing solutions can:

• Reduce your return rates
• Improve customer retention
• Boost customer satisfaction by delivering a seamless experience

Reducing returns isn’t just about protecting your profits — it’s about building a better, more sustainable fashion industry. Can you really afford to ignore the fit problem any longer?