TL;DR: Industry benchmarks place online apparel returns at 20–40% of orders, and size and fit remain the leading cause. From 19 June 2026, every online store selling to EU consumers must offer an electronic withdrawal function. The most reliable way to choose a size is to compare your measurements with the garment’s own measurements before ordering.
The most reliable way to choose a size online is to compare your own measurements with the measurements of the garment itself before ordering. In a Coresight Research survey, 53% of apparel sellers named size and fit as the top reason for online returns. Designer clothes online shopping works best when the product page answers fitting-room questions in advance: garment measurements, fabric composition, lining and closure type.
Why do so many online clothing orders come back?
Online clothing orders come back mainly because the garment fits differently from what the shopper expected. Industry benchmarks published in 2026 place online apparel return rates in a band of 20–40% of orders, well above the average for e-commerce as a whole.
Coresight Research found that 53% of apparel sellers cite size and fit as the leading return reason, based on the 12 months to March 2023. Every return that good sizing information prevents is a small saving for both sides.
Which measurements matter most for designer pieces?
Shoulders, bust, waist, hips and length are the five measurements that decide the fit of most designer pieces. Shoulder width matters most for jackets, coats and structured tops, because it is the hardest measurement to alter.
The key distinction is between body measurements and garment measurements. A size chart based on body measurements tells you which size the brand recommends. A chart of garment measurements tells you the actual width of the piece laid flat, which lets you calculate the ease, meaning the room between the body and the fabric. Tailored pieces usually carry 4–8 cm of ease at the bust; relaxed pieces carry more.
How does fabric change the fit?
Fabric changes fit through stretch, weight and drape. A fabric with 2–5% elastane forgives small differences in measurement, while a rigid wool or a structured cotton follows the garment’s pattern exactly.
Lining also matters, because a lined piece holds its shape and sits slightly closer to the body. Fluid fabrics such as silk or viscose fall away from the body and suit a wider range of sizes. Structured designer pieces reward precise measurement: when the pattern is exact, the fit is exact too.
What should you check before you press buy?
Six checks cover most sizing risk, and each one takes less than a minute on a well-built product page. The table lists what to check, why it matters and what to do when the information is missing.
| What to check | Why it matters | If the information is missing |
|---|---|---|
| Type of size chart | Body and garment charts give different numbers | Ask which one the brand uses |
| Garment measurements | Shows the real width and length of the piece | Request flat measurements from customer service |
| Fabric composition and elastane | Stretch changes how forgiving the fit is | Check the care label details or ask |
| Model’s height and size | Shows where hems and sleeves will fall | Compare with your own height |
| Return window and withdrawal function | Confirms your options after delivery | Read the returns page before ordering |
| Size advice contact | Brands with an atelier can advise on cut | Email the brand with your measurements |
A brand that answers these six points on the product page is confident in its patterns. The size label is the least reliable number on the page, and the garment’s own measurements are the most reliable.
What changed for online returns in the EU in 2026?
From 19 June 2026, every online store selling to consumers in the EU must provide a clearly labelled electronic withdrawal function. The rule comes from Directive (EU) 2023/2673, which added a new Article 11a to the Consumer Rights Directive.
The function must use wording such as “withdraw from contract here”, follow a two-step confirmation and send an automatic acknowledgement. The standard withdrawal period remains 14 days from delivery. Stores that omit the function risk an extension of the withdrawal period to 12 months and 14 days. Pieces made to the customer’s measurements stay outside this right, so their fit is agreed before production.
FAQ
Should I order two sizes and return one?
Ordering two sizes solves the fit question for one purchase, at the cost of extra shipping, packaging and handling for every order. Comparing your measurements with the garment measurements usually gives the same certainty with one parcel. When the numbers fall between two sizes, ask the brand for advice on the cut.
What is the difference between body measurements and garment measurements?
Body measurements describe you, and garment measurements describe the piece laid flat. The difference between the two is the ease, which decides how close or relaxed the garment feels. Garment measurements are more useful for designer pieces, because each design carries its own intended ease.
How do I measure myself correctly at home?
Use a soft tape measure over light clothing and keep the tape level. Measure the bust at its fullest point, the waist at its narrowest and the hips at their widest. For shoulders, measure from one shoulder bone to the other across the back.
How long do I have to return clothes bought online in the EU?
Consumers in the EU have 14 days from delivery to withdraw from an online purchase of standard goods, for any reason. From 19 June 2026, stores must offer an electronic withdrawal function on their website. Many brands add a longer or free returns policy on top of this legal minimum.
Can I return a piece that was altered or made to order?
Pieces made to the customer’s specifications, including made-to-measure garments, generally fall outside the EU withdrawal right. Alterations requested after purchase may also affect a return. Check the store’s policy before requesting changes, and confirm every measurement during the fittings for bespoke work.
Fit decided before delivery
The best time to settle the fit of a garment is before it ships. SAGIO follows that logic with structured pieces cut to precise patterns, delivery across Europe in 2–5 working days, free EU shipping and returns, and a withdrawal request page on its site, https://thesagio.com/. When construction is precise, the numbers on the product page tell the whole story of the fit.
Sources
- Coresight Research, survey of apparel sellers on online return reasons, 12 months to March 2023
- Directive (EU) 2023/2673 amending Directive 2011/83/EU on consumer rights, applicable from 19 June 2026