This feature is now available for customers in the DACH region, who will be able to use it for women’s tops, including dresses. The company will further expand to more categories and markets in the future.

“Helping customers find the right fit is an important part of deepening customer relationships. It’s frustrating to wait for an item to then discover it doesn’t fit. With the introduction of size advice for body measurements we continue to leverage our innovations to help our customers with one of the main problems of the fashion industry,” said Stacia Carr, VP size & fit at Zalando. “We can also continue supporting our brand partners, since this feature can provide further insights into their customers’ size and fit requirements.”

When customers’ body measurements are predicted, no photo leaves customers’ phones, in fact they are deleted, and customers have full control of their data-sharing preferences, Zalando said in a media release.

Through the work of Zalando’s in-house team working on size and fit, the company has already reduced size-related returns by 10 per cent compared to items without size advice. The experience is based on both Zalando’s technology and the one developed by Fision, a Swiss mobile body measurement app developer, which Zalando acquired in 2020.

Fibre2Fashion News Desk (KD)