The size inclusivity and sustainability movements have made a garment’s fit more crucial than ever. Fit technology—which includes solutions like sizing recommendations and digital fitting rooms—could be the key to developing more sustainable products as proper fits can lower return rates and the associated environmental impact as well as keep consumers wearing their clothing longer.The technology includes sizing systems at stores, the availability and quality of size charts, the use of supporting visuals, fit-advising customer reviews and the integration of sizing technology.Customers are more likely to trust size recommendations when faced with a nicely fitting visual example. Fit preferences can vary, making measurements and visuals crucial for a number of reasons.

Modern fashion has a fit problem. And while it does affect men, whose shirts and jeans rarely bear honest measurements, it’s a much more sweeping issue for women. The debate over sizing is an emotional one, especially right now, when so many shoppers are rejecting labels of all kinds, from sexual orientation to gender to size. Women prefer to buy clothing labeled with small sizes because it boosts their confidence. People buy more clothes online, try them on at home, realize nothing fits, and send them back. And retailers get stuck with bills—for two-way shipping, inspection and repair.