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Research, mechanism explanations and rollout playbooks for fashion ecommerce teams. Industry figures are cited and named; everything else is reasoning we are happy to be argued with about.
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A return is a second delivery, a second collection, and often a garment that never sells again. Cutting fit-driven returns is one of the few sustainability levers that pays for itself.
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The install takes minutes. What decides whether it performs happens either side of it: image quality, category mapping, placement, and how you read the numbers.
Shoe returns are their own problem. Sizing does not travel between brands, width is invisible online, and a shoe only makes sense against the rest of the outfit.
Shoppers decide about looks. Catalogues are built out of SKUs. Try-on that only ever shows one garment leaves the gap exactly where it was.
Two different technologies get sold under the same name. Knowing which one you are being shown tells you most of what you need to know about the result.
Returns are the tax online fashion pays for selling clothes nobody can try on. Here is where the cost actually sits, and why the standard fixes have not moved it.
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