News

Can Technology Solve the Fashion Industry’s Sizing Problems

An investigation by the BBC examines the potential of artificial intelligence to assist individuals who experience difficulties with inconsistently sized clothing.

Inconsistent sizing is a ubiquitous issue that affects many women when shopping at high-street stores, leading to frustration and disappointment.

A woman in jeans stands with a yellow tape measure across her waist.

The disparity in sizing between different brands is stark, with a pair of jeans potentially being labeled as a size 10 by one brand and a size 14 by another, causing confusion among customers.

This discrepancy has resulted in a substantial number of returns, with fashion retailers incurring an estimated annual cost of £190bn as customers struggle to determine their correct size.

It did not take long to find individuals who have experienced this problem firsthand.

A shopper on one of London's popular shopping streets expressed her distrust of high-street sizing, stating that she prioritizes how an item looks over its actual size label.

This shopper is not alone, as many women often purchase multiple versions of the same item in different sizes to find the best fit, only to return the ones that do not fit, contributing to a culture of mass returns.

A growing number of tech companies are now attempting to address this issue.

Companies such as 3DLook, True Fit, and EasySize are developing tools that utilize body scans from smartphone photos to recommend the most accurate size for customers at checkout.

Additionally, virtual fitting-room platforms like Google's virtual try-on, Doji, Alta, Novus, DRESSX Agent, and WEARFITS enable customers to create digital avatars and preview how items might look, aiming to increase confidence in online purchases.

More recently, AI-powered shopping agents have emerged, including Daydream, which allows users to describe their desired items and receive recommendations.

Other platforms, such as OneOff and Phia, use celebrity looks and scan numerous websites to compare prices and provide size insights.

While these solutions focus on the e-commerce stage, a new UK start-up, Fit Collective, is taking a different approach by trying to prevent sizing issues earlier in the production process.

Founder Phoebe Gormley believes that AI can potentially resolve sizing problems before garments reach stores.

As a tailor and founder of Savile Row's first female tailors, Gormley has experience creating made-to-measure garments for women and has witnessed the issues with high-street sizing firsthand.

Her clients would often express frustration with high-street sizing, which motivated her to find a solution.

Gormley argues that the current fashion model is flawed, as brands produce cheaper garments to offset high return rates, resulting in unhappy customers and increased waste.

Since its launch, Fit Collective has secured £3 million in pre-seed funding, reportedly the largest amount ever raised by a solo female founder in the UK.

According to Gormley, Fit Collective is the first solution to compare both manufacturing and commercial data to understand why sizing issues occur.

The company uses machine learning to analyze data, including returns, sales figures, and customer emails, to provide insights into why items do not fit.

This information is then translated into actionable advice for design and production teams, enabling them to adjust patterns, sizing, and materials before manufacturing begins.

For example, Fit Collective's system might suggest reducing the length of a garment by a few centimeters to minimize returns, saving companies money and customers time.

While many in the industry welcome these technological advancements, some caution that technology alone cannot fully resolve the sizing issue.

Six pairs of denim jeans stacked on top of each other. — Despite what the labels may say, it's clear these jeans aren't all the same size

Paul Alger, Director of International Business at the UK Fashion and Textile Association, notes that people are unique, and their fit preferences vary, making sizing a complex issue.

Alger emphasizes that body measurements rarely align with a specific size label, and sizing can be nuanced.

He states that sizing is a subjective matter, and individuals have different body shapes and preferences.

Furthermore, people from different parts of the world have distinct body shapes, adding to the complexity of sizing.

The issue of vanity sizing, or "emotional sizing," also exists, where brands deliberately create more generous fits to appeal to customers, particularly in women's wear.

Once these sizing norms are established, brands often refer to them in subsequent collections, effectively creating their own brand sizing.

Sophie De Salis, sustainability policy adviser at the British Retail Consortium, notes that retailers are increasingly aware of the issue and its implications for cost savings and sustainability.

De Salis believes that smarter sizing tech and AI-driven solutions are crucial in reducing returns and supporting the industry's sustainability goals, with many BRC members working with innovative tech providers to address this issue.

As returns become a pressing concern for boardrooms and sustainability pressures mount, more fashion houses may adopt data-driven design approaches.

Although no single solution can completely eliminate inconsistent sizing, the emergence of tools like Fit Collective, alongside virtual try-ons and size-prediction platforms, suggests that the industry is undergoing a shift.

To stay informed about the latest tech stories and trends, sign up for our Tech Decoded newsletter; for those outside the UK, sign up here.

A green promotional banner with black squares and rectangles forming pixels, moving in from the right. The text says: “Tech Decoded: The world’s biggest tech news in your inbox every Monday.”

Up Next

Europe’s Confrontation with Russia’s Sanction-Evading Fleet

Don't Miss

The Return of Call of Duty and Its Market Challenges

News

Tudor to take interim charge of Tottenham

Igor Tudor has reached an agreement to take the reins as Tottenham’s interim head coach for the remainder of the season.

Tottenham has reached an agreement with Igor Tudor to take the helm as interim head coach for the remainder of the current season.

For the latest updates, in-depth analysis, and perspectives from fans, look to Tottenham's recent news and discussion.

Do you have any questions about Tottenham – what information are you seeking?

News

UAE Defeats Canada to Enhance Super 8s Qualification Chances

The United Arab Emirates boosted their slim chances of advancing to the T20 World Cup Super 8s, securing a narrow five-wicket victory over Canada, thanks in part to Aryansh Sharma’s unbeaten 74.

In a crucial match for the United Arab Emirates, Aryansh Sharma achieved his fifth T20 international half-century, contributing to the team's victory over Canada.

The Men's T20 World Cup, being held in Group D in Delhi, saw an intense competition between the two teams.

Canada's innings resulted in a total of 150-7 after 20 overs, with Harsh Thaker scoring 50 runs off 41 balls, while Junaid Siddique took 5 wickets for 35 runs.

The UAE team responded with a total of 154 runs in 19.4 overs, led by Aryansh Sharma's unbeaten 74 runs off 53 balls and Sohaib Khan's 51 runs off 29 balls, despite Bin Zafar taking 3 wickets for 14 runs.

The United Arab Emirates secured a five-wicket win over Canada, boosting their chances in the tournament.

Aryansh Sharma played a pivotal role in the UAE's win, scoring an unbeaten 74 runs to help his team overcome Canada's total.

With four overs remaining, Canada seemed poised to defend their total, but Sohaib Khan's aggressive batting reignited the UAE's chase, as he scored 17 runs off Dillon Heyliger's bowling.

In the final over, the UAE required eight runs to win, and Aryansh Sharma eased the pressure by hitting a six off Jaskaran Singh's first ball.

Sohaib Khan was dismissed after scoring a rapid 51 runs off 29 balls, including four sixes, leaving the scores level.

Muhammad Arfan then sealed the victory with two balls to spare, hitting a four off Jaskaran Singh, as Aryansh Sharma top-scored with 74 runs off 53 balls.

The UAE now stands third in Group D with two points, but they face an uphill task in their upcoming matches against full members South Africa and Afghanistan to advance to the next phase.

Although the UAE has never beaten a full member in any World Cup format, their performance in this match has given them some confidence.

Earlier in the match, Junaid Siddique achieved the best bowling figures by a UAE player in a T20 World Cup, taking 5 wickets for 35 runs at the Arun Jaitley Stadium in Delhi.

Harsh Thaker's 41-ball half-century, which included three sixes and two fours, provided a solid foundation for Canada's total.

Thaker and Navneet Dhaliwal shared a 58-run partnership to help Canada recover from a difficult start, before Dhaliwal was run out for 34 runs.

After Thaker fell victim to Junaid Siddique's slower ball, Canada struggled to find boundaries against the UAE's tight bowling.

Shreyas Movva made a useful contribution of 21 runs off 21 balls, but Junaid Siddique took two wickets in the final over to claim his maiden five-wicket haul in T20 internationals.

In a separate match, Zimbabwe's Brilliant Muzarabani played a key role in his team's stunning win over Australia.

For more updates, notifications, and social media coverage, visit the BBC Sport website.

In another development, Paul Stirling has been ruled out of the remainder of the T20 World Cup due to injury.

News

Guardiola Advocates for Cultural Embrace to Foster a Better Society

Pep Guardiola, the manager of Manchester City, has stated that accepting diverse cultures will lead to a more harmonious society, in reaction to comments made by Sir Jim Ratcliffe regarding immigration.

As a player, Pep Guardiola earned 47 international caps for Spain, showcasing his skills on the global stage.

Manchester City's manager, Pep Guardiola, believes that embracing diverse cultures is essential for creating a more harmonious society.

Guardiola was questioned about his thoughts on comments made by Manchester United co-owner Sir Jim Ratcliffe, who stated that the UK had been "colonised by immigrants", sparking a debate.

Following criticism, Ratcliffe apologised for any offence caused, while still advocating for open discussion on the issue.

Ahead of Manchester City's FA Cup fourth-round match against Salford, Guardiola shared his perspective, saying that people seek better lives and opportunities, which can be found in their birthplace or elsewhere.

According to Guardiola, one's birthplace is not a determining factor in their potential or aspirations.

Many individuals are forced to leave their homelands due to problems in their native countries, rather than a desire to abandon their roots.

Guardiola emphasized that by genuinely embracing other cultures, society as a whole can improve, a notion he has no doubts about.

An examination of the facts behind Jim Ratcliffe's statements on immigration and benefits is also underway.

Sir Jim Ratcliffe, a billionaire, has made headlines, but who is he and how did he accumulate his wealth?

Born in Santpedor, Catalonia, Spain, Guardiola has had a diverse career, playing in Spain, Italy, Qatar, and Mexico, before transitioning to management.

As a manager, the 55-year-old has had stints in Spain, Germany, and England, taking the helm at Manchester City in 2016.

Guardiola views the issue of immigration as a global problem, stating that it is a concern that affects many countries.

He believes that immigrants are often unfairly blamed for problems in their adopted countries, highlighting the fact that one's birthplace is often a matter of circumstance.

Guardiola reiterated that people from all backgrounds strive for a better life, seeking opportunities that may be available in their birth country or elsewhere.

He stressed that factors such as skin colour or birthplace should not be barriers to achieving one's goals.

For the latest news, analysis, and fan perspectives on Manchester City, please refer to our dedicated section.

Do you have any questions about Manchester City that you would like answered?