Author: Vesselena Marcheva

Overproduction in the fashion industry isn’t just a problem of excess inventory – it’s a symptom of a deeper issue: poor sizing data and fit-related returns. While many brands are investing in sustainable materials or circular solutions, they often ignore the core driver of waste – a lack of accurate information about what their customers…

AI is transforming fashion – from design to marketing to shopping experiences. One of the biggest trends? Virtual try-ons and AI-generated fashion campaigns. On the surface, these innovations seem like the future: interactive, scalable, and visually stunning. Virtual try-ons allow shoppers to visualize clothes on digital avatars, while AI-generated models and outfits reduce production costs…

If you run a Shopify clothing store, you’ve likely experienced this scenario:A customer insists they’re a size S – even when the measurements say otherwise. This issue came up again during a recent beta test of SizeSense.ai with a fashion brand.They asked:“How do we tell a customer they’re not a size S – without making…

How many times have you scrolled through a product page and read:“This style runs true to size.” It’s one of the most common phrases in fashion ecommerce.It sounds simple. Reassuring. Even helpful.But the truth is – “true to size” is a myth. Here’s why this outdated sizing guidance can do more harm than good, and…

At a recent industry conference, I had a revealing conversation with an angel investor. When I mentioned the environmental and operational impact of high return rates in fashion, he paused and asked: “Why do you think returns are a problem for some brands and marketplaces?” It wasn’t a rhetorical question – it was a challenge…

Imagine this: every item you’ve ever returned shows up at your doorstep. Piles of packaging. Unworn garments. The exhaust fumes from the delivery trucks still lingering in the air.It’s not just inconvenient. It’s devastating – for the planet, for brands, and for the future of fashion. Fashion Returns: The Industry’s Dirty Secret Fashion returns are…

In recent years, the conversation around sustainability in fashion has intensified. Brands are proudly promoting eco-friendly packaging, carbon-neutral shipping, and climate-positive initiatives. But beneath the surface lies an inconvenient truth: the fashion industry’s carbon footprint is far larger than most realize, especially when you factor in the hidden impact of product returns. The Environmental Cost…

As the world grapples with the climate crisis, the future of fashion can no longer be built on fast cycles, fleeting trends, and flashy AI-generated ads. A haunting image from the Atacama Desert – a cemetery of discarded clothing – serves as a grim reminder of the waste the industry continues to generate. Yes, innovation…

The fashion world is buzzing with the promise of circular fashion – recycling programs, resale platforms, repair services, and take-back schemes. These are important steps toward reducing waste, extending product lifecycles, and lowering environmental impact. But let’s get real. Circular fashion can’t succeed if the system it’s trying to fix is broken at the source.…