Australian apparel brand Boody generated an estimated $700,000 in extra annual revenue across Australia and New Zealand after replacing static size charts with guided sizing software.

A split test run across 230,000 shopper sessions from August 28 revealed that roughly one in eight first-time buyers abandoned purchases when forced to use traditional measurement tables.

Boody started testing Magic Fit software in March 2026 to resolve sizing drop-offs across its bamboo viscose underwear and wire-free bra collections. Because the brand produces bras in sizes XS to 4XL across three cup ranges rather than traditional band-and-cup measurements, shoppers struggled to match their dimensions to products.

A post-purchase survey of 816 shoppers who used the tool found that 41 per cent did not own a soft measuring tape, could not locate one, or refused to use it while shopping online. For the remaining 59 per cent who owned measuring tapes, confusion over non-standard sizing categories remained the primary barrier to purchasing.

Shoppers assigned to the guided sizing tool reordered 19 per cent more frequently over a 90-day tracking window than those who used standard size charts. Of the survey respondents whose parcels had arrived, 97 per cent kept their items, with fit-related returns and exchanges dropping to 3 per cent.

Magic Fit generates size recommendations in two clicks by drawing on a proprietary dataset of more than 100,000 body scans compiled over a decade by sister apparel label Citizen Wolf. The tool aims to cut friction before checkout rather than relying on post-purchase return logistics to sort out sizing mismatches.

Source link