6 Virtual Sizing Tools for Fashion Retailers

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One of the last remaining hurdles for fashion brands to overcome in the e-commerce space has to do with sizing. For years, retailers have been attempting to replicate the in-store try-on experience online, with varying degrees of success.

In 2023, something changed. Technology caught up with what shoppers and retailers were asking for, and a new generation of virtual sizing tools that rely on augmented reality and artificial intelligence was born.

Fashion giants like Gap, Madewell, and Lululemon are now embedding tools that input customer data into their product pages, so shoppers can seamlessly, and accurately, determine the best size individual garments. Other e-commerce retailers, like the denim brand Unspun, are taking virtual try-ons a step further by using body-scan technology to ensure the perfect fit.

Virtual sizing tools reportedly reduce the number of returns and exchanges by as much as 64% — an impressive figure that adds up to millions of dollars in additional revenue for top brands.

The market for virtual try-on software for e-commerce brands is rapidly evolving, but we’ve put together a list of the top virtual sizing tools being used by fashion retailers right now.

1. True Fit

True Fit is an AI-driven size advisor that uses data input by online shoppers to generate the right size in apparel and footwear. The digital fitting room solution is used by the biggest names in retail, including Madewell, Lululemon, and Gap. Using an app that’s embedded on a product page, shoppers input their height, weight, and preferred sizing in other brands. True Fit will then use that information to generate a best size estimate for whichever specific garment the shopper is currently looking at. According to True Fit, the app can reduce returns, improve shopper confidence, and increase sell-through when inventory is backed up. True Fit’s virtual sizing tools can also reduce the number of negative reviews that mention a product’s fit or size. Although True Fit does not disclose retailer pricing, it has been reported that the standard entry price is roughly $1,650 per month for large retail brands.


Next to True Fit, WANNA is arguably one of the most well-known names in the world of virtual try-ons. Using WANNA’s AR technology, retailers can give customers a way to visualize how apparel would look on their actual bodies. Shoppers using mobile devices can rotate their bodies to see how virtual garments fit in a 360-degree view, just like in a traditional fitting room with mirrors. WANNA’s virtual try-on experience is incredibly realistic, and images generated during the try-on process can easily be shared on social media platforms like TikTok or Instagram. WANNA says its solution is “low-code,” and it can be implemented into nearly any e-commerce website “without significant time and labor costs.” 


PICTOFiT is a virtual try-on solution that integrates with e-commerce websites to provide a more interactive shopping experience. The plugin integrates with Shopify, and it may integrate with other shopping platforms like WooCommerce and BigCommerce in the future. For now, e-commerce retailers can expect to pay $99 per month for the PICTOFiT Virtual Try-On App. Shoppers select avatars, which are a virtual representation of themselves, and then dress their avatars in the retailer’s products. They can also place their avatars into scenes or virtual environments. Retailers that opt for an enterprise plan can also access three-dimensional virtual try-on tools for an additional cost.


3DLOOK uses AI in its mobile body scanning app, so brands can replace the in-store fitting room experience with highly accurate body measurements. The company works with fashion retailers, as well as brands in the health and wellness, cycling, and bedding industries. YourFit is the company’s AI-powered 3D visualization and try-on platform. When shoppers upload photos of themselves, using precise directions generated by 3DLOOK, they can actually see a retailer’s products on their bodies. 3DLOOK is arguably the most realistic of the virtual sizing tools on this list since it relies on actual images of shoppers rather than avatars. 

5. Luna

Warby Parker opened the door for eyewear to be bought and sold online, and now thousands of retailers, brands, and doctors are selling glasses through their own e-commerce websites. Luna offers virtual sizing technology made specifically for the eyewear industry. Using their own mobile devices, shoppers can see their faces realistically wearing different eyewear styles. The technology is sophisticated enough to include shadows and transparency, when applicable. It can be used online or in-store, to speed up the try-on process. Retailers can contact Luna for specific pricing information.

6. Intelistyle 

Intelistyle personalizes the shopping experience for fashion retailers through virtual try-ons and virtual product photography. Brands give Intelistyle their model specifications, and Intelistyle will produce full body shots with virtual models that match those specifications. That allows brands to show their products on a huge variety of body types and skin tones, and it gives shoppers a more accurate representation for what garments might look like on themselves. In addition to its virtual try on tools, Intelistyle also generates hyper-personalized recommendations by extracting information from the garments a shopper interacts with. Shoppers can opt to receive recommendations for specific products or they can get complete outfit recommendations based on their style profiles.

Stephanie Miles is a journalist who covers personal finance, technology, and real estate. As Street Fight’s senior editor, she is particularly interested in how local merchants and national brands are utilizing hyperlocal technology to reach consumers. She has written for FHM, the Daily News, Working World, Gawker, Cityfile, and Recessionwire.