If a first-time customer has to return their purchase, there’s an 80% chance they will never shop at your site again. This statistic alone highlights the urgent need for fashion brands to rethink their customer experience – starting with fit and sizing.
A survey by McKinsey & Company found that 70% of returns in the fashion industry are caused by poor fit or style. Similarly, data from AfterShip reinforces that sizing issues are a dominant factor behind returns.
Even more concerning, the average shopping cart abandonment rate in online fashion retail is around 70%, with sizing uncertainty playing a major role (KUBIT.AI).
The Hidden Cost of Poor Fit
“When 42% of return-related reviews for dresses point to fit issues, brands can no longer ignore the importance of getting sizing right.” (Yotpo)
Yet despite this data, many brands still fail to address the root cause – sizing inconsistencies. Brands spend heavily on marketing campaigns to attract new customers but risk losing them and their customer loyalty immediately due to frustrating return experiences.
Why Blame Customers for Fit Problems?
We often blame customers for ordering multiple sizes, yet they do so because they’ve been left with no other choice. Brands promise a personalized shopping experience, yet fail to deliver the most fundamental personalization of all – helping customers find the right size.
Why Size Recommendations Matter for Loyalty
Many brands claim to use advanced technology to personalize product recommendations based on customer preferences. However, without addressing fit first, all other personalization efforts fall short.
Providing accurate size recommendations ensures:
- Fewer returns and improved profitability
- Increased customer loyalty, showing shoppers that you care about their experience
- Increased repeat purchases, as customers feel confident buying from a brand that understands their needs
Creating a Meaningful Shopping Experience
To earn customer loyalty, brands must prioritize fit as part of the overall shopping experience. This means adopting smarter size recommendation tools that:
- Align customer body measurements with garment details
- Account for fabric elasticity and product design
- Adapt to various body shapes and fit preferences
The Path to Customer Loyalty Starts with Fit
If brands truly want to foster customer loyalty, they must stop overlooking the frustration caused by poor sizing. By focusing on accurate, personalized size recommendations, brands can reduce returns, improve customer satisfaction, and build lasting relationships with shoppers.
Because no customer feels loyal to a brand that makes them gamble on finding the right fit.
Leave a Reply