AI Fitting Playbook : Help Shoppers choose the right size, and keep it

Discover how brands like Zalando, Madewell, Desigual and Lacoste help shoppers find the right size online.

Still relying on size charts? You’re not alone. But today’s shoppers expect better.

Despite improvements in UX and personalization, sizing remains one of the biggest friction points in online fashion. It fuels cart abandonment, over-ordering, and costly returns.

In this playbook, we break down 5 expert-reviewed fitting strategies used by brands like Madewell, Lacoste, Zalando and Eileen Fisher, including the real performance outcomes and trade-offs behind each.

🔍 Inside the playbook

• What’s driving the sizing crisis in online fashion
• 5 fitting strategies decoded (with real-world examples)
• Business impact: conversion, return rate, shopper adoption
• Strategic comparison table for e-commerce teams