Fashion Sizing Technology: Can It Solve the Fit Problem?

Fashion sizing technology is being developed to address one of online fashion’s most persistent problems: helping customers choose clothing that fits. Poor and inconsistent sizing can lead to disappointing purchases and unnecessary returns, while more accurate recommendations could improve customer confidence and reduce avoidable deliveries.

Online retailers are increasingly using fashion sizing technology rather than relying solely on conventional size charts. These tools combine product measurements, customer feedback, purchasing history and artificial intelligence to predict which size is most likely to fit an individual shopper.

However, technology cannot fix poor sizing standards on its own. Brands must first recognise the diversity of real bodies and improve how garments are designed, graded and tested. Fashion sizing technology should support more inclusive product development rather than pressure customers to fit into inadequate sizing systems.

Zalando now combines customer behaviour, garment data, fit feedback and body measurements to provide personalised size advice. Customers can obtain measurements using two smartphone photographs, while a virtual fitting-room feature can create a 3D avatar to show how different sizes may look. Zalando reported in June 2026 that its sizing tools prevented 8% of size-related returns during 2025. This demonstrates how fashion sizing technology is moving beyond simple recommendations towards more personalised visualisation.

ASOS has also continued developing digital fitting tools. In February 2026, the retailer announced a hybrid virtual try-on service offering customers two ways to visualise clothing before buying. The company says these tools are designed to provide greater choice and confidence during online shopping.