The fashion industry is in a constant state of flux, driven by a myriad of factors, including technological advancements, cultural shifts, and evolving consumer preferences. One significant trend that has emerged in recent years is the increasing emphasis on “fit” and the subsequent impact it’s having on return rates. Additionally, the rise of gender-fluid fashion has further complicated the traditional notions of style and sizing, contributing to the overall complexity of the returns landscape.
According to a recent survey from our partner Loop Returns, 89% of customers expressed their likelihood to churn after encountering difficulties during the returns process, emphasizing the need for businesses to prioritize customer satisfaction throughout the entire product lifecycle.
The Importance of Fit
Gone are the days when consumers were willing to accept clothing that was slightly too large or too small. Today, consumers demand a perfect fit, and they’re not afraid to return items that don’t meet their expectations. This increased emphasis on fit can be attributed to several factors:
- Online Shopping: With the rise of online shopping, consumers have become more accustomed to trying on clothes before purchasing. This has led to a higher expectation of fit, as consumers can easily compare the online product to their physical measurements.
- Body Diversity: The fashion industry is becoming increasingly inclusive, recognizing the diversity of body types. This has led to a greater demand for clothing that fits a wider range of shapes and sizes.
- Bracketing: This is when a shopper buys multiple sizes, colors, or styles of a product with the intent to return. For retailers, this means that inventory management, operation workflows and margin calculations become more unpredictable.
Gender-Fluid Fashion and Sizing Challenges
The emergence of gender-fluid fashion has further complicated the issue of sizing. As consumers become more comfortable with blurring traditional gender lines, they’re seeking clothing that transcends traditional sizing categories. This has led to a growing demand for unisex or gender-neutral sizing options, which can pose challenges for retailers.
State of Fashion Returns in 2025
84% of customers said that a positive, hassle-free returns experience would make them more likely to buy from a retailer again in the future according to a recent survey by our partner Loop Returns.
To reduce fashion eCommerce return rates, brands must analyze their returns data to uncover patterns and learn customer behaviours and characteristics that are likely contributing to the issue. More often than not, retailers will find product clarity is the primary issue, with up to 26% returns due to poor fit or style. Here, practises such as importing visuals, providing comprehensive sizing information, and implementing features such as live chat to assist customers in find their right size can help.
Fashion must take action to reverse this trend, with 30-40% of online fashion purchases typically returned, according to PwC.
The Impact on Fashion Businesses
High return rates have a significant impact on fashion businesses:
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- Increased Costs: Processing returns involves logistical expenses, including shipping, handling, and restocking. It also includes potential losses from damaged or unsellable items.
- Inventory Management Issues: Returns disrupt inventory planning and can lead to excess stock or shortages of popular items.
- Customer Dissatisfaction: A complicated or costly return process can damage customer loyalty and brand reputation.
- Loss of revenue: Returns have a real impact on a brand’s revenue. A very successful sale might not always consolidate into a strong revenue if 30% of the goods are returned and the clients need to be reimbursed.
Strategies for Retailers to Mitigate Returns
To address the challenges posed by evolving consumer preferences and the increasing emphasis on fit, retailers must adopt strategies to mitigate returns:
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- Improved Sizing Information: Retailers should provide accurate and detailed sizing information, including measurements and fit guides.
- Flexible Return Policies: Offering generous return policies can help build customer trust and loyalty.
- Personalized Recommendations: Leveraging data analytics to provide personalized recommendations can help reduce the likelihood of returns by suggesting items that are more likely to fit.
Bergen Logistics has been helping retailers streamline their returns management for more than 25 years. We have the technology, partners, and operational expertise to set up a program that is customized for your business needs and makes the experience as smooth as possible for you and your customers.
Strategic Partnership with Bergen Logistics: Tackling the Challenges of Fit and Evolving Style
Bergen Logistics, a leading 3PL specializing in fashion, can be a valuable asset for retailers looking to address the challenges posed by evolving consumer preferences and the increasing emphasis on fit. Here’s how such a partnership can benefit retailers:
Improved Inventory Management:
Our advanced WMS (Warehouse Management System) CloudX Systems provides retailers with the power of greater visibility of stock purchased, returned and in stock
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- Demand Forecasting: Helping retailers accurately forecast demand based on historical data, seasonal trends, and market insights.
- Real-Time Inventory Visibility: Providing real-time visibility into inventory levels, allowing retailers to quickly identify and address any stock issues.
Enhanced Order Fulfillment:
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- Efficient Picking and Packing: Bergen Logistics implements efficient picking and packing processes to minimize errors and ensure timely order fulfillment.
- Specialized Packaging: Bergen Logistics offers specialized packaging solutions, such as garment bags or hangers, to protect delicate fabrics and maintain the integrity of clothing items.
Optimized Returns Management:
Leveraging a 3PL for optimized returns management can significantly impact customer loyalty, as 84% of customers indicated a positive, hassle-free returns experience would increase their likelihood of repeat purchases.
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- Reverse Logistics Expertise: Bergen Logistics has extensive experience in reverse logistics, streamlining the returns process and reducing costs.
- Quality Inspection: Bergen Logistics conducts quality inspections on returned items to determine if they can be resold or recycled.
Our product classification process ensures that even less-than-perfect products retain value, enabling fashion brands to offer discounted items rather than writing them off entirely. This approach not only minimizes financial losses by recovering revenue from returned goods but also reduces waste, enhances brand sustainability, and provides customers with access to discounted merchandise. By efficiently managing your returns and categorizing items for resale, we are helping fashion brands optimize their inventory, improve profitability, and foster a more sustainable business model.
Leveraging Fashion Expertise:
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- Trend Analysis: Insights into emerging trends and consumer preferences, helping retailers stay ahead of the curve.
- Seasonal Planning: Bergen Logistics assists with seasonal planning, ensuring that retailers have the right inventory in place at the right time.
Scalability and Flexibility:
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- Peak Season Support: Bergen Logistics can provide additional capacity during peak seasons, such as holiday periods, to ensure timely order fulfillment.
- Flexible Fulfillment Options: Dropshipping, omnichannel fulfillment, and store fulfillment, to meet the evolving needs of retailers.
- By partnering with Bergen Logistics, retailers can leverage their expertise and resources to improve inventory management, enhance order fulfillment, optimize returns management, and stay ahead of the curve in a rapidly changing market.
The Future of Fit
As technology advances, we can expect to see even more innovative solutions to address the fit factor. Virtual try-on tools, 3D body scanning, and AI-powered size recommendations are just some of the technologies that could revolutionize the way we shop for clothes online. By embracing these advancements and partnering with experienced 3PL providers such as Bergen Logistics, fashion businesses can navigate the challenges of returns and create a more satisfying experience for their customers.
