The new tool launched by Zalando enables customers to receive size advice based on their unique body measurements.

By taking two pictures of themselves in well-fitting clothing, Zalando is able to predict the customer’s body measurements and help them find the right fit for their fashion purchases.

Zalando highlights that when customers’ body measurements are predicted, no photo leaves customers’ phones and customers have full control of their data sharing preferences.

The feature is now available for customers in the DACH region (Germany Austria, and Switzerland) and can be used for women’s tops and dresses.

The e-tailer plans to add further categories and make it available to additional markets in future.

Zalando suggests the tool is a first for the industry and says it has already reduced size-related returns by 10% compared to items without size advice.

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This experience is based on both Zalando’s technology and the technology developed by Fision, a Swiss Mobile Body Measurement App Developer that Zalando acquired in 2020.

“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 does not fit. With the introduction of size advice with body measurements we continue to leverage our innovations to help our customers with one of the main problems of the fashion industry. We can also continue supporting our brand partners since this feature can provide further insights on their customers’ size and fit requirements,” says Stacia Carr, VP of size and fit at Zalando.

Zalando explains size recommendations with measurements is the next step on its journey to helping customers find the right fit on their first try. The company says it will also allow Zalando to pave the way for a more personalised virtual fitting room experience.

Moreover, Zalando believes that in the future both technologies can be integrated so customers can create a 3D avatar that represents their body shapes more accurately, taking into consideration unique body measurements.