Follow us


Sizing technology specialist Makip launches Unisize in the UK to help “returns crisis”

Tom Bottomley
18 April 2023

Japanese sizing specialist Makip, which counts brands including Lacoste, Tommy Hilfiger, Calvin Klein, Barbour and The North Face as clients in Japan, is launching its unique Unisize technology in the UK – with the aim to slash return rates for retailers.

Taking just one month to integrate with a customer’s website, Unisize can deliver a reduction in clothing return rates of 20% on average, while helping customers get the right-sized items when they shop online.

Makip’s own analysis has shown that providing online shoppers with more accurate sizing options increases the decision to purchase by 2.5 times.

Founded in 2015, the Tokyo-based company supports over 250 online retail/e-commerce sites and popular Japanese fashion brands with its innovative sizing technology.

With 93% of customers citing incorrect sizing, or fit, as the top reason for returning items - according to recent research from the British Fashion Council (BFC) - Makip’s entry to the UK market “comes at an opportune time for UK retail/e-commerce and fashion brands”.

Shingo Tsukamoto, Founder and President of Makip, said: “What UK retailers and customers need is virtual sizing technology that recognises unique body size requirements.

“UK retail e-commerce is going through a returns crisis. Customers often order several different sizes of the same item because they assume that retailers won't be able to provide the right fit for them. As a result, UK retailers are spending millions of pounds in returns and refunds, and customers are left to explore other options.

“Even though sizing technology has become increasingly sophisticated and widespread throughout the e-commerce world, the age-old problem still exists – you cannot have a standard size when there’s no such thing as a standard body.”

Online shoppers are asked basic questions such as age, weight and height to understand the measurements of their body, allowing the sizing technology to map the individual’s body size to the clothing item, and then display how the clothes will fit the unique body size of the shopper.

Tsukamoto added: “Customers can't accurately 'try on' clothes when shopping online right now. What we do is work out the body measurements for each and every customer, no matter what their body type or shape.

“We then accurately display the item of clothing in comparison to the individual body size of the customer. This highly accurate and visual representation of how clothing items fit the online shopper reduces the likelihood of returns, while keeping them coming back for more.

“We are looking forward to supporting UK e-commerce fashion retailers and brands in solving the problem of incorrect sizing, reducing returns and providing customers with the right size, first-time.”

Free NewsletterVISIT