COVID-19 has changed just about everything in commerce as consumers navigate an entirely new reality. For many brands, in-store sales have declined sharply as various parts of the U.S. have instituted shelters-in-place. This has put an even greater focus on e-commerce, but not all categories have fared the same.
Fit is the #1 point of friction facing customers and online apparel retailers. In the best-case scenario, retailers have to offer and eat the cost of free shipping and return to incentivize shoppers to take a chance on fit. In the worst-case scenario, customers choose not to buy or abstain from shopping online altogether because they have no confidence an item will fit and flatter them.