The Apparel Industry’s $100 Billion Fit Problem

In this episode of The MarTech Matrix, Sean Simon sits down with Daina Burnes, CEO & Co-Founder of Bold Metrics, to explore how AI-driven fit intelligence is transforming apparel commerce.

Daina shares the origin story of Bold Metrics, how the company predicts over 50 body measurements using simple customer inputs, and why fit uncertainty remains the biggest reason shoppers fail to convert — and the biggest driver of apparel returns.

We dive into the economics of returns, the limitations of static size charts, and why size confidence should be considered a performance lever, not a UX enhancement. Daina also looks ahead to the next 3–5 years, where fit technology evolves into a multimodal, context-aware personalization layer that blends body data, climate, lifestyle, and purchase behavior.

If you lead eCommerce, merchandising, or personalization for an apparel brand, this episode is essential listening.

Top Takeaways

• 60–70% of apparel returns are caused by fit — the #1 margin leak in the industry.

• Bold Metrics predicts 50+ body measurements without photos, scanners, or measuring tapes.

• Fit intelligence is a conversion driver, not a UX enhancement.

• Static size charts underperform compared to intelligent size guidance.

• The next era of fit tech will merge personalization, digital identity, and predictive merchandising.

• Fit systems will become multimodal: climate, lifestyle, body data, and style preferences.

• Apparel brands can significantly reduce returns by arming shoppers with pre-purchase fit clarity.

  The industry’s shift will move from “What size?” to “What fits me?”