Zalando launches size recommendations based on customers’ own body measurements

• Zalando is the first company at its scale to introduce a body measurement feature to assist customers in finding the right size.
• Customers in the DACH region will be able to receive size advice based on their unique measurements by just taking two pictures of themselves.
• This new feature has the potential to further reduce size-related returns and decrease textile waste in the long run by educating brands about their customers’ sizes.

BERLIN, JULY 17, 2023 // Zalando, one of Europe’s leading online platforms for fashion and lifestyle, has launched a new tool that enables customers to receive size recommendations based on their unique body measurements. By taking two pictures of themselves with their phones in tight clothing, Zalando is able to predict the customer’s body measurements to help them find the right size for their fashion purchases. This marks a first in the industry as no other platform at Zalando’s scale has introduced such a feature yet.  

This feature is now available for customers in the DACH region, who will be able to use it for women’s tops, including dresses. In fact, this is one of the most challenging categories for customers to find the right size, and thanks to this solution, Zalando aims to help them find the perfect fit. 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,” says 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”. 

Zalando is committed to providing customers with personalised experiences that are built on a foundation of trust and privacy. As such, 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.

‘Size recommendations with your measurements’ is the next step on Zalando’s journey to help customers find the right size at first try and will also allow Zalando to pave the way for a more personalised virtual fitting room experience. In the future, both technologies can be integrated so customers can create a 3D avatar that represents their body shape more accurately, taking into consideration their measurements. 

Through the work of Zalando’s in-house team working on size and fit, the company has already reduced size-related returns by 10% 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.