Inside the Shopper’s Mind: What WAIR Data Is Teaching Us

‍Accurate fit recommendations. Actionable insights. Profitable outcomes.

That’s more than a tagline... it’s the foundation of WAIR’s mission. Every shopper interaction not only helps them find their perfect fit but also generates data that tells a much bigger story about how people buy, return, and engage with apparel online.

And as we wrap another month of powering hundreds of apparel brands, we’ve uncovered some fascinating trends that show just how valuable sizing data can be, not just for reducing returns, but for reshaping how brands understand their customers.

1. Fit Intent Is the New Demographic

Most brands segment customers by age, gender, or location. But fit intent (how someone wants their clothes to fit) is emerging as one of the most powerful behavioral drivers in eCommerce.

Across millions of sessions, we’ve seen that shoppers who identify their fit intent (slim, regular, or relaxed) are 2.4x more likely to complete a purchase compared to those who skip this step.

It’s proof that shoppers aren’t just looking for their “size”; they’re looking for their style of fit. Brands that recognize this can tailor product pages, descriptions, and imagery to align with how their customers want to feel in their clothes, not just how they measure.

2. Regional Body Variations Matter More Than Ever

WAIR’s Body Prediction AI is built on over 5 million 3D body scans across 80+ countries, giving us a unique look at how bodies, and fit expectations, vary globally.

For example:

• U.S. shoppers trend toward broader shoulders and longer torsos compared to European shoppers of the same height.
• Coastal regions skew slightly leaner, while central regions trend more muscular or curvier depending on product category.
• Seasonal purchasing patterns often correspond with subtle shifts in fit preferences: looser fits in warmer months, more tailored fits in fall and winter.

For brands expanding internationally (or even across regions), localizing fit and merchandising isn’t a “nice to have”. It’s the difference between trust and returns.

3. Returns Are More Predictable Than You Think

One of WAIR’s most valuable insights is that fit-related returns are often predictable before they happen.

By analyzing the correlation between predicted body dimensions, selected size, and purchase outcome, we’ve found that:

• 68% of returns are preceded by a shopper choosing a size outside WAIR’s recommended range.
• Shoppers who follow WAIR recommendations are 22% more likely to become repeat customers.
• Returns drop most significantly when WAIR is integrated into both the PDP and the cart, which reduces friction and reinforces confidence at checkout.

This means brands can use WAIR Data not just to react to returns, but to proactively prevent them is a game changer for profitability and customer satisfaction alike.

4. Shopper Confidence Compounds

When shoppers find their fit, everything changes. Conversion rates rise. Repeat purchases increase. Marketing ROI grows.

WAIR’s continuous learning platform doesn’t just deliver better recommendations - it delivers a better understanding of your customers, powering smarter decisions across design, marketing, and inventory.

Confidence isn’t just a shopper feeling - it’s a business strategy.

What’s Next

As WAIR continues to collect and analyze data across millions of apparel SKUs, we’ll keep uncovering new insights to help brands turn sizing from a guessing game into a growth engine.

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If you’re ready to see how shopper fit data can transform your business decisions,
book a demo at getwair.com - and see the WAIR difference for yourself.

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