A new sizing app powered by Artificial Intelligence (AI) could cut returns on clothing items by a fifth.

According to Fitly.AI, the company behind the app tech, more than a fifth of all orders are returned due to the wrong size, while a further 33 per cent of purchases are dropped because of size uncertainty.

The technology uses advanced computer vision and AI to provide accurate size measurement based on user-generated photos of their existing clothes.

Using Augmented Reality (AR) to scan and measure their existing clothes, users can generate a precise measurement that can be applied to other brands to overcome the challenge and frustration of accurate sizing.

“The retail market is changing at a rapid pace,” said Fitly.AI co-founder Benjamin Golabek. “Coronavirus may have accelerated the trend but even before the pandemic, an increasingly number of people were buying clothes online."

“This brings challenges both for the purchaser, unsure of how to size items especially across different brands, and for the retailer, left to pick up the cost of implementing a seamless returns process to meet consumer demand.”

He added: “It is now one of the biggest costs for any retailer operating online, with some experts predicting it costs twice as much to process a return as it does to ship an order.”

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