Freeing Consumers From Return Frustrations

While the pandemic drove double-digit online sales last year, and continues to fuel e-commerce growth this year, the online shopping boom is fraught with serious ecological issues — which include inventory hiccups, a strained and inefficient supply chain, and fulfillment challenges that generate waste and emit excess carbon emissions. And perhaps most damaging to the environment is a staggering number of product returns, which often ends up in landfills. But there is a sizing solution technology, MySureFit, that not only delivers the perfect fit and accurate measurements, but can reduce those product returns by 90 percent. The technology, which integrates into retailer and brand websites, is easy to use and does not rely on self-measurements. During last week’s Fairchild Media Group’s sustainability summit, “Sustainability Now: The Pressure Grows,” MySureFit founder and chief executive officer Christian Ruth and David Cunningham, president of brand partnerships at the company, shared insights into the sizing solution during their presentation, “Fit for Good: Making Fashion E-commerce More Sustainable.” The two executives were interviewed by Sourcing Journal’s Kate Nishimura. With e-commerce, Cunningham said the most troubling issue is “bracketing” where consumers buy across different brands and in different sizes hoping to make a good fit with some of the

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