Buying clothes online is easily done from a sofa or a commute-free moment at home. Add items to the basket, pay, and the order is on its way. Ten years ago this convenience would have sounded futuristic, yet today many shoppers do it without a second thought. The challenge usually appears after the package arrives: color and especially size may not match expectations. When that happens, returns become necessary. Industry estimates suggest that up to a quarter of online clothing purchases are returned, driven largely by sizing mismatches and color differences.
These returns create two main issues. First, the shopper’s experience suffers because the piece they hoped to wear is not in their hands, and then there is the hassle of returning items that don’t fit. Second, the seller bears a substantial portion of the cost of returns. On average, about 25% of online clothing orders are returned, leading to notable losses for merchants.
To curb return rates and improve the online shopping journey, Bershka has partnered with 3DLook, a leader in AI-based body measurement and virtual fitting technology. The collaboration centers on YourFit, a virtual fitting room designed to provide precise size recommendations tailored to each shopper. A common obstacle for online apparel buyers is uncertainty about whether the selected size will fit. With YourFit integrated into Bershka’s platform, buyers gain clearer guidance on which size is most likely to suit them, reducing guesswork and helping them shop with confidence. This photorealistic solution also contributes to lower returns by providing an estimated reduction in returns, with figures indicating meaningful improvements for participating brands.
The virtual dressing room is set to roll out across Bershka’s online store, accessible from both mobile devices and desktop computers. The process remains straightforward. After selecting an outfit, shoppers click a button labeled See how it looks on me. The experience then guides them through the steps. For YourFit to function, users upload two full-body photos: a front view and a profile view. An AI-powered voice assistant accompanies the user, guiding the process and helping ensure a correct posture for accurate measurements.
realistic experience
YourFit’s 3D mapping technology, together with its size recommendation system, delivers instant, reliable size guidance while creating a lifelike virtual try-on. Beyond indicating the correct size, the system can assist in selecting colors based on how a garment appears on the shopper’s own image, enhancing personalization and confidence in every choice.
Bershka becomes the first Inditex brand to adopt this technology, with opportunities to expand to other labels if results are favorable. Bershka’s early adoption aligns with its youthful audience, who tend to be more price- and trend-driven and may make quicker purchase decisions but also more frequent returns. The goal is to blend seamless online shopping with a tangible, confidence-building try-on experience, reducing friction and waste in the e-commerce cycle.
Industry observers note that AI-driven sizing tools can help retailers better match products to customers, lowering return volumes while boosting satisfaction and conversion rates. The move also reflects a broader shift toward experiential retail online, where shoppers expect accurate fit guidance, realistic visuals, and immediate, usable information before committing to a purchase.
As technology evolves, brands like Bershka and others in the Inditex group are exploring how virtual try-ons, precise body measurements, and adaptive color previews might redefine online apparel shopping. The overarching aim is clear: empower shoppers with near-physical certainty about fit and appearance before checkout, while reducing the operational costs tied to returns for retailers.