The Role of AI in Size Inclusivity: Revolutionizing Fashion for All Bodies

The fashion industry has long grappled with a persistent problem: inconsistent and exclusionary sizing standards that leave millions of consumers underserved. Traditional sizing systems, rooted in outdated standards, often fail to accommodate the diverse body shapes and sizes of modern shoppers. This issue, compounded by vanity sizing and a lack of standardization across brands, creates frustration, high return rates, and a sense of exclusion for many. Approximately 68% of women in the U.S. wear plus-size clothing , yet the industry has been slow to prioritize size inclusivity. For online shoppers, the challenge is even more pronounced, as ill-fitting garments lead to a staggering to a higher return rate in e-commerce. This not only impacts customer satisfaction but also contributes to environmental waste and financial losses for retailers.
The lack of size inclusivity in fashion perpetuates negative body image and limits self-expression, particularly for plus-size individuals, petite shoppers, and those with non-standard body proportions. As consumer demand for inclusivity grows— online shoppers seeking "true to size" clothing —the industry must pivot toward innovative solutions. Enter artificial intelligence (AI), a transformative force poised to address these challenges by enabling precise, personalized, and inclusive sizing solutions. In this article, we explore how AI is revolutionizing size inclusivity in fashion and how Shaku, a leader in AI-driven body measurement technology, is spearheading this change.

Traditional clothing sizes, often based on measurements from decades past, fail to reflect the diversity of modern body types.For instance, the average American woman’s dress size has shifted significantly, with a size 8 today being nearly equivalent to a size 16 in 1958, indicating a broader range of body sizes now considered average Yet, many brands still adhere to sizing charts that prioritize a narrow range of body types, excluding plus-size, petite, and tall consumers. This disconnect is exacerbated by vanity sizing, where brands label garments with smaller sizes to flatter customers, leading to inconsistent fits across retailers.
Ongoing sizing inconsistencies contribute to widespread consumer frustration, with shoppers struggling to find clothes that fit properly .

For consumers, the inability to find well-fitting clothes online is more than an inconvenience—it’s a blow to confidence and self-esteem. Plus-size shoppers, who represent a $24 billion market in the U.S. , often face limited style options and poor fit, reinforcing feelings of exclusion. Petite and tall shoppers similarly struggle with proportions that standard sizes don’t accommodate. The emotional toll is significant, as inconsistent sizing often leads to negative body image, with many women feeling inadequate or alienated when clothes don’t fit as expected.
For retailers, the financial and operational impacts are substantial. High return rates due to poor fit cost the industry billions, with e-commerce returns accounting for $218 billion in global losses. Returned garments often end up in landfills, exacerbating environmental waste. Brands that fail to embrace size inclusivity risk losing customers, as social media amplifies demands for diversity and body positivity.

The rise of body positivity and size-inclusive fashion brands in 2024 highlights a cultural shift toward inclusivity. Consumers are demanding brands that celebrate all body types, with 15% of apparel sales coming from plus-size clothing . However, achieving true size inclusivity requires more than expanding size ranges—it demands precise, scalable solutions that ensure every customer finds their perfect fit. This is where AI steps in, offering tools to bridge the gap between consumer needs and industry capabilities.

Size inclusivity is no longer a niche trend—it’s a business imperative and a moral responsibility. Embracing size inclusivity benefits consumers, retailers, and society at large, and clothing retailers must pay attention to this growing movement for several critical reasons.
The body positivity movement is changing fashion retail in big ways. Plus-size people are now more visible in media. This shift is not just good for society but also boosts the economy, with the plus-size market valued at US$ 288 billion in 2023.

Empowering Consumers and Building Confidence
Size inclusivity fosters a sense of belonging and empowerment for consumers of all body types. When shoppers find clothes that fit well and reflect their style, it boosts their confidence and self-esteem. Conversely, exclusionary sizing practices can perpetuate body shaming and mental health challenges. By prioritizing size inclusivity, retailers can create positive shopping experiences that resonate emotionally with customers, fostering long-term loyalty.

Tapping into a Lucrative Market
The demand for size-inclusive clothing is a significant economic opportunity. Additionally, petite, tall, and mid-size consumers represent untapped segments that are often overlooked. Retailers who expand their size ranges and leverage AI to ensure accurate fits can capture these markets, increasing revenue and market share. Brands that ignore this opportunity risk losing customers to competitors who prioritize inclusivity.

Reducing Returns and Enhancing Sustainability
Poor fit is the leading cause of online returns, with 40% of e-commerce returns attributed to sizing issues. By offering inclusive sizing and precise fit solutions, retailers can significantly reduce return rates, saving on logistics costs and minimizing environmental impact. The fashion industry is under increasing scrutiny for its environmental footprint, and size inclusivity aligns with sustainable practices by reducing the waste associated with returns. Consumers are also more likely to support brands that demonstrate a commitment to sustainability, with 66% prioritizing eco-conscious practices.

Meeting Consumer Expectations and Cultural Shifts
Today’s consumers expect brands to reflect their values, including diversity and inclusivity. Social media platforms like Instagram and TikTok have amplified the body positivity movement, with hashtags like #SizeInclusive and #BodyPositivity garnering millions of views.Retailers who fail to adapt risk being called out for exclusionary practices, damaging their reputation. Conversely, brands that champion size inclusivity can build stronger connections with younger, socially conscious demographics like Gen Z and Millennials, who prioritize authenticity and representation.

Competitive Advantage in a Crowded Market
In a saturated fashion market, size inclusivity offers a competitive edge. Retailers who invest in inclusive sizing and AI-driven solutions like Shaku’s body measurement technology can differentiate themselves from competitors. By offering a seamless, personalized shopping experience, these brands attract and retain customers who value fit accuracy and inclusivity. This not only drives sales but also positions retailers as industry leaders in innovation and customer care.

Retailers who ignore size inclusivity risk falling behind in an industry that is rapidly evolving to meet consumer demands. By embracing this movement, they can unlock economic, social, and environmental benefits while building a more equitable fashion ecosystem.

How AI is Transforming Sizing in Fashion

Artificial intelligence is revolutionizing the fashion industry by addressing sizing challenges with precision and personalization. AI-powered tools analyze vast datasets, including body measurements, consumer preferences, and fit feedback, to deliver tailored sizing recommendations. Technologies like 3D body scanning, virtual try-ons, and AI-driven size prediction algorithms are making it easier for brands to cater to diverse body types. For example, AI can predict a customer’s size based on minimal inputs, reducing the guesswork that leads to returns. These innovations align with the industry’s push for sustainability, as fewer returns mean less waste and lower carbon footprints.

AI also fosters inclusivity by enabling brands to understand and serve underrepresented demographics. By analyzing body shape diversity and consumer feedback, AI helps retailers design garments that fit a wider range of proportions. Virtual try-on platforms, powered by augmented reality (AR) and AI, allow customers to visualize how clothes will look on their unique bodies, boosting confidence and reducing purchase hesitation. As AI continues to evolve, its applications in fashion are expanding, from personalized recommendations to on-demand manufacturing that minimizes overproduction.

Shaku: Leading the Charge in AI-Driven Size Inclusivity

At the forefront of this revolution is Shaku, a pioneer in AI-based body measurement technology. Shaku’s innovative solution tackles the sizing problem head-on by providing precise, accessible, and inclusive sizing recommendations for online shoppers. Using just two whole-body photos—one from the front and one from the side—along with the user’s height, Shaku’s advanced AI algorithms generate accurate body measurements in real time. This eliminates the need for traditional measuring tapes or costly scanning devices, making size inclusivity accessible to all.

Shaku’s technology integrates seamlessly into retailers’ websites, offering customers a personalized shopping experience that enhances satisfaction and reduces returns. By analyzing body contours and proportions, Shaku ensures that recommendations account for diverse body shapes, from plus-size to petite and everything in between. This aligns with Shaku’s commitment to body positivity and size inclusivity, empowering consumers to shop with confidence. Retailers benefit from fewer returns and increased customer loyalty, as shoppers feel seen and valued.

Shaku’s Broader Impact on Fashion Retail

Beyond sizing, Shaku’s AI-powered features enhance the entire shopping experience. Its Visual Clothes Search tool allows customers to find garments based on specific attributes, such as style, color, or fit, catering to individual preferences. Automated product descriptions and image tagging improve SEO performance, making size-inclusive brands more discoverable to diverse audiences. By streamlining catalog management and optimizing conversions, Shaku helps retailers scale their operations while prioritizing inclusivity.

Shaku’s technology also supports sustainability by reducing the environmental impact of returns. With precise sizing recommendations, fewer garments are shipped back, lowering the carbon footprint associated with return logistics. This aligns with the growing consumer demand for eco-conscious fashion, as a large number of shoppers prioritize sustainability when making purchase decisions. By combining inclusivity with sustainability, Shaku is redefining what it means to be a modern fashion brand

Expanding Size Ranges and Personalization

As AI technology advances, the future of size inclusivity looks promising. Brands will increasingly adopt AI-driven solutions to expand their size ranges and offer custom-fit options. On-demand manufacturing, powered by AI, will allow retailers to produce garments tailored to individual measurements, minimizing waste and maximizing fit accuracy. Collaborative initiatives between brands and body positivity advocates will further redefine beauty standards, with AI providing the data needed to design for all bodies.

Building Trust and Community

AI’s role in size inclusivity extends beyond technology—it’s about building trust and community. By offering precise sizing and personalized experiences, brands can transform customers into active participants in their journey. Shaku’s technology fosters this connection by ensuring every shopper feels represented, whether they’re browsing for plus-size dresses or petite activewear. This sense of belonging drives loyalty and positions brands as leaders in the size-inclusive movement.

Challenges and Ethical Considerations

While AI offers immense potential, it’s not without challenges. Ensuring unbiased algorithms is critical, as biased data can perpetuate existing inequalities. Shaku addresses this by prioritizing diverse datasets and continuous refinement to reflect the full spectrum of body types. Additionally, brands must balance automation with human oversight to maintain authenticity and empathy in customer interactions. By navigating these challenges thoughtfully, AI can become a true ally in the fight for inclusivity.

The fashion industry’s sizing problem has long excluded countless consumers, but AI is paving the way for a more inclusive future. By leveraging AI-powered body measurement technology, virtual try-ons, and personalized recommendations, brands can meet the diverse needs of modern shoppers. Shaku stands at the forefront of this transformation, offering a seamless, precise, and inclusive sizing solution that empowers consumers and retailers alike. With Shaku, the fashion industry is not just adapting to change—it’s redefining what it means to be size-inclusive, one perfect fit at a time.