MEASURING UP

WE NEED TO talk about fit. Some reports estimate that around a quarter of all purchases made online are returned. Others put it as high as 30 to 40 per cent. Logistic company Optoro found that clothing returns create 15 million tonnes of carbon in the US alone annually, the equivalent emissions of three million cars. Poor fit plays a large role in this and little wonder. “We all have different body shapes and individual preferences, and these two things make the determination of a ‘great fit’ subjective and unique for every body,” says Jessica Murphy, COO and co-founder of True Fit, a data-driven platform that helps women find products that best match their physical form