New research reveals why UK consumers do not trust online sizing technology


New research provided by sizing technology specialist, Makip, has revealed the top two reasons why UK online shoppers don’t trust existingonline sizing technology to accurately predict their body size:

  1. Three-quarters (75%) say the sizes are inconsistent between brands.
  2. Almost two-thirds (60%) do not believe the technology can be accurate because every website seems to use a different system.

Inconsistent sizing guides result in online shoppers ordering multiple items of clothing to try on at home. This common practice exacerbates the problem of returns, which eats into retailer profits, dents consumer confidence and sees a large majority of unused clothing ending up in landfill.

These new insights into the level of trust UK shoppers place in online sizing technology are part of an independent research project that surveyed 2,000 UK-based online shoppers. Participants had to have used online sizing technology whilst shopping online and purchased a minimum of 11 items of clothing online in the past 12 months.

Commenting on the results, President of Makip, Shingo Tsukamoto, said, “Retailers are on the brink of starting a customer service crisis of their own making. 

If online sizing technology does not accurately portray how a clothing item will fit the unique body size of the consumer at the time of purchase – how can the retailer hold the shopper responsible for returning an item of clothing that doesn’t fit correctly when they try it on at home?”

This issue is confirmed in the research results, with almost half of UK online shoppers (48%) stating that they have used online sizing technology to predict their body size, but the fit of the item was wrong!

This is a recurring problem that cannot continue to be ignored. 

Earlier in 2023 the British Fashion Council released a report that highlighted 93% of customers cited incorrect sizing, or fit, as the top reason for returning items. 

Tsukamoto continues, “When it comes to creativity, inspiration and trends, the fashion industry is usually trailblazing, but in practice, the implementation of new technologies has moved along at a very slow pace.

Retailers need to tackle the problem of providing consistently accurate online sizing for consumers by improving their use of technology. By doing so, shoppers can virtually  ‘try on’ clothing items with confidence before making a purchase.”

“Ultimately, retailers need to get their heads out of the sand and take proactive steps to support their customers, giving them the confidence that their newest fashion purchase will fit as expected,” concludes Tsukamoto.

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