Return Rate

Fashion has one of the highest return rates of any ecommerce category, driven by two distinct failure types: sizing failures (the garment doesn't fit as expected) and styling-decision failures (the garment fits but wasn't the right choice for the occasion, or doesn't work with what the shopper owns). Most industry analysis attributes the larger share of returns to styling-decision failures, not sizing. This distinction matters for how brands address returns. Sizing failures are addressed through better fit information and size guides. Styling-decision failures require better decision support at the point of purchase — helping the shopper choose correctly the first time, rather than fixing the fit after the fact.