Online retailers size up shoppers to reduce returns

Online retailers are trying to cajole consumers into revealing their vital statistics with new sizing technology tailored to turn back a tide of returned garments that is hurting profits.

Up to half of the clothes bought online are sent back, many due to poor fit, squeezing retailers’ margins and creating logistical problems in recovering and re-selling rejected stock.

Mintel research shows 45% of Brits and 41% of German consumers bought clothes online in the last year.