The benefits of solving the online fit problem

The benefits of solving the online fit problem

Give your shoppers “fit confidence”


Give your shoppers “fit confidence”

By reassuring customers about the fit, you reduce conversion hesitation.


In a 2014 study by virtual fitting room pioneer Fits.me, 45% of shoppers of shoppers said that the biggest disappointment when shopping for clothes online was being unable to try it on for fit. The same study found that 30% of offline clothes shoppers use fitting rooms “because they have to”, while a further 26% said that there’s “nothing as good as trying something on”.


Quite simply, Swan gives shoppers the confidence to buy that garment they’re looking at, confident it will fit. Fit confidence is self-reinforcing, too: successful purchases made in your store using Swan make it more likely that the shopper will return, and increases their propensity to convert when they do.

By reassuring customers about the fit, you reduce conversion hesitation.


In a 2014 study by virtual fitting room pioneer Fits.me, 45% of shoppers of shoppers said that the biggest disappointment when shopping for clothes online was being unable to try it on for fit. The same study found that 30% of offline clothes shoppers use fitting rooms “because they have to”, while a further 26% said that there’s “nothing as good as trying something on”.


Quite simply, Swan gives shoppers the confidence to buy that garment they’re looking at, confident it will fit. Fit confidence is self-reinforcing, too: successful purchases made in your store using Swan make it more likely that the shopper will return, and increases their propensity to convert when they do.

Reduce painful returns

No shopper buys clothing because they want to return it. And it costs you money.


Returns hurt in so many ways. The shipping itself, the repackaging costs, the processing costs... Many returned garments are either never repackaged for individual re-sale, or end up on sale rails at heavily discounted prices.


It doesn’t end there, either: one in ten shoppers won’t buy from a retailer again if they buy something that doesn’t fit, instantly negating a proportion of your customer acquisition budget.


By consistently helping shoppers to choose the right size, Swan generates a welcome reduction in returns for reasons of wrong fit. This reduces costs to you which, ultimately, improves your overall sales revenue and margins.

No shopper buys clothing because they want to return it. And it costs you money.


Returns hurt in so many ways. The shipping itself, the repackaging costs, the processing costs... Many returned garments are either never repackaged for individual re-sale, or end up on sale rails at heavily discounted prices.


It doesn’t end there, either: one in ten shoppers won’t buy from a retailer again if they buy something that doesn’t fit, instantly negating a proportion of your customer acquisition budget.


By consistently helping shoppers to choose the right size, Swan generates a welcome reduction in returns for reasons of wrong fit. This reduces costs to you which, ultimately, improves your overall sales revenue and margins.

Show increased sustainability

A Swan virtual fitting room shows you’re acting on your commitment to sustainability.


As long ago as 2014, 12% of shoppers felt guilty about the environmental impact of returning items. More recent years have seen the proportion of sustainability-conscious consumers increase quickly. Typically younger shoppers (often Gen Z), 75% of this cohort prefers to buy sustainably rather than go for brand names.


The challenge to demonstrate sustainability is very real. In all probability, many sustainability-conscious shoppers will choose not to convert, rather than risk of choosing the wrong size and being responsible for an avoidable return.


Use your Swan virtual fitting room to show your shoppers that you are taking practical, effective steps to reduce returns for reasons of “wrong size”. If it reflects your brand values, consider being explicit: ask shoppers use your virtual fitting room before they put an item in their basket, and explaining that it helps to minimise returns: “Please use our virtual fitting room; it helps to make our operations and your purchase more sustainable by helping you to choose the right size first time”.

Show increased sustainability

A Swan virtual fitting room shows you’re acting on your commitment to sustainability.


As long ago as 2014, 12% of shoppers felt guilty about the environmental impact of returning items. More recent years have seen the proportion of sustainability-conscious consumers increase quickly. Typically younger shoppers (often Gen Z), 75% of this cohort prefers to buy sustainably rather than go for brand names.


The challenge to demonstrate sustainability is very real. In all probability, many sustainability-conscious shoppers will choose not to convert, rather than risk of choosing the wrong size and being responsible for an avoidable return.


Use your Swan virtual fitting room to show your shoppers that you are taking practical, effective steps to reduce returns for reasons of “wrong size”. If it reflects your brand values, consider being explicit: ask shoppers use your virtual fitting room before they put an item in their basket, and explaining that it helps to minimise returns: “Please use our virtual fitting room; it helps to make our operations and your purchase more sustainable by helping you to choose the right size first time”.

Optimise your merchandising and inventory planning

Optimise your merchandising and inventory planning

Use data to improve the design of future garments so they match your shopper tribes.


Data has always been a vital component of e-commerce. Data collected by shoppers using your Swan virtual fitting room enables you to gain an important understanding not just of ‘customers in general’ or of ‘sizes our customers buy’, but of the measurements of your customers – people who buy in your store.