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How could AI fix fashion’s fit problem? | BBC News
Posted
November 16, 2025
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November 16, 2025
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6:25Now PlayingWith inconsistent sizing costing the global fashion industry billions annually in returns, retailers are desperately searching for a solution.
New AI technology, pioneered by a former Savile Row tailor, is trying to target the sizing issue at its source: the production line.
In womenswear the rate of returns can be about 50%, leaving both the brands and the customer unsatisfied.
At Fit Collective, the AI tool surveys analyses lots of aspects of the garments from returns data to customer feedback, then serves up an actionable insight to help the brand improve fit.
Shiona McCallum reports for TechNow.
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