Online clothing returns hover around 30-40% for most retailers, and the majority are fit-related. Shoppers order multiple sizes hoping one will fit, brands process returns at a loss, and the cycle repeats. Understanding why returns are so high—and what better sizing looks like—helps both shoppers and brands break this expensive cycle.
Why Returns Are So High
Most returns stem from size guesswork. Shoppers can't try on clothes before buying, so they rely on size charts that don't reflect real bodies or fabric behavior. The result is 'bracketing'—ordering two or three sizes and returning the ones that don't fit. This isn't laziness; it's a rational response to unreliable sizing information.
Size charts are the primary tool brands provide, but as we explain in Why Clothing Sizes Don't Exist, they're fundamentally flawed. Charts compress complex 3D bodies into a few measurements and ignore critical dimensions like shoulder width, torso length, and how different fabrics drape. Even when you match a chart perfectly, the garment might not fit because the chart doesn't account for body shape variations.
Fabric behavior adds another layer of uncertainty. A size 8 in a stretchy knit might fit differently than a size 8 in a woven fabric, even from the same brand. Size charts don't account for how fabric stretches, drapes, or behaves on your body. This forces shoppers to guess, and guessing leads to returns.
The Cost of Returns
Returns cost brands margin. Each return requires shipping (often free for the customer), handling, inspection, and often markdown or liquidation. A garment that sells for $100 might cost the brand $20-30 to process as a return, eating into already-thin margins. For fast fashion brands operating on razor-thin margins, high return rates can make the difference between profit and loss.
Returns also create waste. As we explore in What Happens to Clothes That Get Returned?, many returned garments never make it back to primary shelves. They're liquidated, destroyed, or sold at deep discounts. The environmental cost of returns—shipping, handling, repackaging, and disposal—is significant.
For customers, returns are frustrating. You wait for delivery, try on clothes that don't fit, package them back up, and wait for refunds. The process takes time and energy, and you still don't have clothes that fit. This frustration drives customers away from online shopping or toward brands with better sizing.
Why Current Solutions Don't Work
Size charts are the most common solution, but they're inadequate. As we cover in 3D Body Scans vs Size Charts, charts assume averages and ignore body shape variations. They compress complex 3D bodies into a few numbers, missing critical dimensions that affect fit.
Virtual try-on helps visualize how clothes might look, but as we explain in Why Virtual Try-On Isn't Enough, it doesn't guarantee fit. VTO shows drape and style, but without your actual body measurements, it can't verify fit at critical points like shoulders, waist, and rise.
Customer reviews help somewhat, but they're inconsistent. One person's 'runs small' might mean something different to you. Reviews can't capture the nuance of how a garment fits different body types, and they're often written by people who don't understand their own measurements or how to assess fit objectively.
A Better Approach: Body-Aware Sizing
The solution is to start with body data, not size labels. Capture your body measurements once using consistent methods (see How to Measure Your Body), then use that data to match garments to your dimensions. AI body scanning makes this practical—you can capture your body shape accurately using just a phone camera.
Brands can use this data to show you which garments will actually fit your body, regardless of size labels. Instead of guessing between sizes, you see which pieces match your measurements. This reduces returns by matching garments to bodies, not bodies to arbitrary size categories.
Made-to-measure and bespoke approaches take this further. As we explain in Made-to-Measure vs Bespoke vs Custom, these methods start with your body and build garments to match. The result is clothing that fits properly because it was designed for your specific dimensions, not adjusted to fit a pre-existing size category.
Frequently Asked Questions
Why are online returns so much higher than in-store?
In stores, you can try on clothes before buying. Online, you're forced to guess based on size charts and photos. This guessing leads to ordering multiple sizes and returning the ones that don't fit. The inability to try on before buying is the primary driver of high return rates.
Do returns really cost brands that much?
Yes. Each return requires shipping (often free for customers), handling, inspection, and often markdown or liquidation. A $100 garment might cost the brand $20-30 to process as a return. For brands operating on thin margins, high return rates can significantly impact profitability.
Can better sizing really reduce returns?
Yes. When shoppers can match garments to their actual body measurements rather than guessing based on size labels, return rates drop significantly. Body-aware sizing that starts with your measurements and matches garments accordingly reduces the guesswork that drives returns.
What can I do to reduce returns?
Start with your actual body measurements, not size labels. Measure yourself consistently (see our guide on [how to measure your body](/blogs/how-to-measure-your-body-correctly)), then compare those measurements to garment specifications when available. Look for brands that use body scanning or provide detailed measurements for each garment.
Will virtual try-on solve the return problem?
Not alone. Virtual try-on helps visualize how clothes might look, but without your actual body measurements, it can't guarantee fit. VTO shows style and drape, but it doesn't verify fit at critical points. Pair VTO with body-aware sizing for better results.