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 static 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 Generative Artificial Intelligence (AI) is reshaping how we shop.
The stakes are higher than ever. As of late 2024, the average return rate for online fashion retail spiked to 24.4% (compared to just 16.5% for general e-commerce). Fashion giants are now embedding tools that use customer data or photos to determine the perfect fit, recovering millions in lost revenue.
Here are 6 of the top virtual sizing and try-on tools being used by fashion retailers in 2025.
1. Genlook
The Visual-First Solution for Shopify
While many tools focus purely on measurements, Genlook takes a psychological approach to sizing: "I know I'm a Medium, but does this cut look good on my body type?"
In 2025, Genlook has become the go-to for independent brands because it removes the technical barrier to entry. Unlike older AR that required 3D modeling, Genlook uses Generative AI to "dress" the customer using only standard 2D product photos.
Key 2025 Features:
- Generative AI Drape: The AI understands fabric physics, showing how a silk dress hangs versus how a denim jacket structures itself on a user's uploaded photo.
- Lead Capture Integration: A major update for 2025 allows merchants to gate the try-on experience behind an email signup, turning the fitting room into a powerful lead generation tool (syncs with Klaviyo).
- Privacy-First: Images are processed securely and auto-deleted, addressing growing consumer privacy concerns.
Best for: Shopify fashion brands (Apparel & Clothing) looking for a high-impact, low-maintenance solution to reduce returns and boost conversion.
2. True Fit
The Data Powerhouse & "Agentic" Advisor
True Fit remains the undisputed heavyweight in the sizing world. Managing data for over 85 million active shoppers, they don't just guess your size; they know it based on your purchase history across thousands of other brands.
Key 2025 Features:
- Fashion Genome™: Their massive dataset connects product specs with customer behaviors. If a shopper returns a Nike Medium but keeps an Adidas Large, True Fit learns their specific fit preference.
- Universal Guidance: A new "zero-click" feature that displays size advice (e.g., "Runs Small – Size Up") directly on the product card without the user needing to open a widget.
- Agentic Commerce: In 2025, True Fit has begun integrating with AI shopping agents, allowing personal assistant bots to query sizing data on behalf of the user.
Best for: Large multi-brand retailers and enterprise department stores with diverse inventory who can leverage True Fit's massive global data network.
3. WANNA
The Gold Standard for "Rigid" AR
WANNA is the leader in high-fidelity AR. Originally famous for their "Wanna Kicks" sneaker try-on, they have successfully expanded into luxury watches, bags, and accessories. Their tech is distinct because it relies on 3D models (.glb files) rather than 2D photos, offering superior 360-degree realism.
Key 2025 Features:
- Bag Capacity Widget: A brilliant new feature for 2025 that solves a specific pain point: "What fits in this bag?" Users can virtually place items (phone, wallet, keys) inside the 3D bag to visualize capacity.
- VTO for High Heels: Improved tracking technology now handles the complex foot arching required for high heels and sandals, previously a difficult challenge for AR.
- Wearability Tracking: Their wrist tracking for watches remains the industry benchmark, handling rapid movements without the watch "floating" off the wrist.
Best for: Luxury brands and retailers of "rigid" accessories (Sneakers, Watches, Handbags) where texture, shine, and 3D detail are paramount.
4. 3DLOOK (YourFit)
The Mobile Body Scanner
3DLOOK focuses on the "body scanning" approach. Instead of guessing based on past purchases, it extracts precise measurements from photos. This is critical for brands where "close enough" isn't good enough.
Key 2025 Features:
- YourFit 2.0: A unified platform that combines size recommendations with visual try-on.
- Measurement Extraction: Shoppers take two photos (front and side) holding a smartphone. The AI extracts over 80 precise body measurements (waist, inseam, shoulder width) and maps them against the brand's tech pack.
- Social Sharing: New social features encourage users to share their "try-on" avatar with friends for feedback, effectively turning customers into brand ambassadors.
Best for: Uniforms, denim, bespoke clothing, and workwear where precise fit (waist/inseam) is more critical than general style visualization.
5. PICTOFiT
The Avatar-Based Wardrobe Builder
PICTOFiT by Reactive Reality offers a highly interactive, gamified experience. Rather than a simple mirror, it feels like a high-end character creator.
Key 2025 Features:
- Digital Twins: Shoppers create a customizable avatar that closely resembles them.
- Outfit Building: Unlike other tools that show one item at a time, PICTOFiT allows users to "dress" their avatar in multiple items simultaneously (e.g., a top, skirt, and jacket). This significantly drives Average Order Value (AOV) as users visualize complete looks.
- Background Scenes: Brands can place the user's avatar in branded environments (e.g., a summer beach scene for swimwear), enhancing the emotional connection.
Best for: Multi-brand retailers and marketplaces where "outfit building" and cross-selling are key parts of the customer journey.
6. Luna
The Eyewear Specialist
Luna (often associated with FittingBox technology) is the specialist for the optical industry. General VTO apps often struggle with the transparency and reflection of glass lenses, making them look fake. Luna focuses strictly on solving this physics problem.
Key 2025 Features:
- Face Shape API: It doesn't just show the glasses; it analyzes facial features to recommend frames that balance the user's face shape (e.g., "Square frames suit your round face shape").
- PD Measurement: It automatically calculates Pupillary Distance (PD) via the webcam—a crucial medical measurement required to order prescription glasses online.
- Lens Simulator: Users can toggle different lens coatings (e.g., blue light filter, transition lenses) to see how they affect the look of the glasses.
Best for: Optical stores, sunglass brands, and prescription eyewear retailers.
Why Virtual Sizing Matters in 2025
Implementing these tools isn't just about "cool tech." It is a defensive strategy for your P&L (Profit and Loss).
- Combating "Bracketing": 30% of returns happen because customers buy two sizes intending to return one. Virtual sizing gives them the confidence to pick the right one, eliminating the second item from the return pile.
- Sustainability as a KPI: In 2025, consumers are increasingly eco-conscious. Reducing returns means fewer delivery trucks on the road and less packaging waste. Brands are now displaying "Carbon Saved" metrics alongside sizing tools.
- The "Endowment Effect": Seeing oneself wearing an item creates a psychological ownership bond. Even a digital representation triggers the "endowment effect," making the user value the product more before they even pay for it.
Whether you choose a data-centric tool like True Fit or a visual AI solution like Genlook, the era of generic size charts is officially over. The future of fit is personalized, visual, and precise.
Empower Your Shoppers with Genlook
While data-driven advisors like True Fit provide essential sizing guidance, the visual confidence of "seeing it on" is what truly closes the sale in 2025.
Genlook is the leading AI virtual try-on solution for Shopify brands that want to bridge the gap between sizing data and visual reality. By allowing customers to see your clothes on their own bodies, you eliminate the guesswork and turn browsing into buying.
- Reduce return rates: Minimize "bracketing" by giving customers visual certainty.
- Increase conversion: Interactive experiences drive higher engagement and sales.
- Frictionless setup: No 3D models required—works with your existing product photos.
Install Genlook on Shopify today and start building the future of your fashion brand.