One of the last remaining hurdles for fashion brands to overcome in e-commerce is sizing. For years, retailers have attempted to replicate the in-store fitting room experience online with size charts and generic guides, often with limited success.
In 2025, technology has finally caught up. A new generation of virtual sizing tools relying on Augmented Reality (AR) and Artificial Intelligence (AI) is reshaping how we shop.
Fashion giants are now embedding tools that use customer data or photos to determine the perfect fit. These tools can reduce returns by as much as 64%—a massive revenue recovery for brands.
Here are 6 of the top virtual sizing and try-on tools being used by fashion retailers in 2025.
1. Genlook
While many tools focus purely on measurements, Genlook takes a visual-first approach to sizing. By allowing customers to see the garment on their actual body using Generative AI, it helps shoppers intuitively understand fit and drape.
How it works: Customers upload a photo, and Genlook's AI dresses them in the product. It preserves the fabric's physical properties, giving a realistic idea of how a size S vs. size M might look (e.g., tight vs. loose).
Best for: Fashion brands wanting to provide a "mirror" experience that builds emotional confidence alongside fit assurance.
2. True Fit
True Fit is a data powerhouse in the sizing world. It acts as a massive "size advisor" that cross-references a shopper's purchase history across thousands of brands.
How it works: Shoppers input their height, weight, and sizes they wear in other well-known brands (e.g., "I wear a Medium in Nike"). True Fit's algorithm then predicts the best size for the specific item they are viewing.
Best for: Large retailers with diverse inventory who can leverage True Fit's massive data network.
3. WANNA
WANNA is a leader in the AR space, known for its high-fidelity tracking. Originally famous for sneakers, they have expanded into apparel and accessories.
How it works: It uses AR to overlay 3D models of products onto the user's camera feed. For accessories like watches and shoes, it's incredibly precise. For clothing, it offers a 360-degree view of how items might sit on a body.
Best for: Luxury brands and accessory retailers (watches, sneakers) looking for premium AR experiences.
4. 3DLOOK
3DLOOK focuses on the "body scanning" approach. Instead of guessing, it tries to measure.
How it works: Shoppers take two photos of themselves (front and side) while holding a smartphone. The AI extracts precise body measurements from these photos and recommends the exact size based on the brand's size chart. It creates a "YourFit" 3D avatar for visualization.
Best for: Uniforms, denim, and bespoke clothing where precise measurements are critical.
5. PICTOFiT
PICTOFiT by Reactive Reality offers a highly interactive avatar-based experience. It feels a bit like a high-end video game character creator.
How it works: Shoppers create a customizable avatar that resembles them (or use a mannequin). They can then "dress" this avatar in various outfits, mixing and matching items to see how they look together.
Best for: Multi-brand retailers where "outfit building" is a key part of the shopping journey.
6. Luna
Luna is the specialist for the eyewear industry. While many apps try to do it all, Luna focuses strictly on glasses.
How it works: It uses facial analysis to detect face shape and features. It then overlays glasses frames with realistic transparency and shadows, helping users find the perfect frame width and style for their face.
Best for: Optical stores and sunglass brands.
Why Virtual Sizing Matters in 2025
Implementing these tools isn't just about "cool tech." It's about unit economics.
Reduced Returns: Sizing issues are the #1 reason for returns. Fixing this directly improves your bottom line.
Higher AOV: When customers are confident a piece will fit, they are less likely to hesitate and more likely to buy.
Sustainability: Fewer returns mean less shipping waste and fewer garments ending up in landfills.
Whether you choose a data-centric tool like True Fit or a visual AI solution like Genlook, the era of "guessing your size" is coming to an end.