For Users

For brands

If sizing is costing you returns,
we'd like to talk.

The consumer-facing tool is one half of what we're building. The other is a brand intelligence layer that feeds anonymised fit outcome data back to the brands whose products we're recommending.

Brands gain a clearer picture of their customers. Customers get clothes that actually fit. Returns fall. That's the loop we're closing.

£7bn
In clothing returns
processed annually
in the UK
70%
Of returns attributed
to sizing or fit
issues
What brands receive

The Brand Intelligence Interface surfaces fit outcome data in a format designed for upstream product decisions — not just post-purchase analysis.

Return analysis
Fit-attributed return rates broken down by product, size, and body type — not just overall return volume.
Size chart accuracy
How well your published measurements match the body geometries that bought them. Where the gaps are.
Customer shape data
Anonymised aggregate anthropometrics of your actual customer base — not the sample your grading was built on.
Market context
How your sizing performs relative to the broader market across comparable product categories.
Over time, cross-brand data compounds in value — giving brands visibility into how their sizing performs not just on their own site, but across the wider market.
How it works
i
Consumer enters basic measurements
Height, weight, and age — entered once in the Ask Ella extension. No tape measure, no scanning hardware. The model handles the geometry from there.
ii
Digital twin is constructed
A point cloud body model is generated using our ML model, trained on 11,000+ body scans from the SizeUK national sizing survey. No two twins are the same.
iii
Twin is matched against the product
The digital twin is compared against the brand's size chart, the item's intended fit derived from product copy, and fabric content. The result is a sizing recommendation grounded in all three variables.
iv
Anonymised outcomes flow to the brand
Fit outcomes — what was recommended, what was purchased, what was returned — are aggregated and fed back to brands through the Brand Intelligence Interface. All data is anonymised.

Working in fashion retail?
We want to hear from you.

We're currently piloting with a small number of brand partners.
If you're interested in reducing returns and understanding your customers better,
get in touch.