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Fashion has become a prime target in the global conversation around environmental impact. Once praised for affordability and accessibility, fast fashion now faces intense scrutiny - from the carbon footprint of synthetic fabrics, to poor working conditions, to the mountain of clothing waste that ends up in landfills.
With the industry responsible for nearly 10% of global emissions - more than all international flights and shipping combined - pressure is mounting on all sides. Governments are tightening regulations, and in countries like Japan, the Sustainable Development Goals (SDGs) are pushing industries to slash emissions and waste by 2030. Fashion is no exception.
But the pressure isn’t just top-down. Consumers are demanding more accountability. A Rakuten Insight report found that nearly 45% of APAC consumers prioritize sustainable products, with Gen Z leading the way at 88%. What’s more - they’re even willing to pay more for it.
So with government mandates and customer expectations both rising, why isn’t fashion moving faster?
The Disconnect: Green Intentions vs. Real Behavior
Despite the popularity of sustainable messaging, the data tells a more complicated story. Take Shein, for example. While sustainable brands are growing, Shein - one of the most unsustainable ultra-fast fashion players - continues to double its profits year after year.
So what’s behind this contradiction?
One factor is price. Fashion is simply too cheap - and consumers are rarely asked to consider the environmental costs of their choices. Expecting everyday shoppers to research supply chains or material sourcing for every product they buy isn’t realistic. That’s the job of regulation, not the end user.
But another overlooked issue is this: the online shopping experience is broken - especially when it comes to fit.
Today’s shopping habits are digital-first. From Shein and Temu to global brands’ own e-commerce platforms, more customers are buying online than ever before. This shift has potential upsides - fewer physical stores and leaner logistics can reduce some environmental impact. However, the online experience still often lacks one critical element - confidence.
In a store, shoppers can try on clothes, ask for help, and know exactly how something fits. Online, they’re left guessing - relying on confusing size charts, inconsistent photos, and models that rarely reflect their own body type.
This uncertainty can lead to several responses by e-commerce brands:
- Make Everything Cheaper
Lowering the price means the cost of getting it wrong isn’t so bad. But this strategy creates disposable fashion - low-quality items that are worn once and quickly discarded. It’s the worst-case scenario for sustainability.
- Lenient Return Policies
Free returns reduce purchase anxiety. But they also drive “buy, try, return” behavior - leading to excessive stock turnover, emissions from reverse logistics, and increased waste. This model is expensive, unsustainable, and increasingly phased out by retailers.
- Fix the Experience Itself
This is where the real opportunity lies. Brands like Adidas, Under Armour, and Ralph Lauren are investing in tools that actually help customers get sizing right the first time. Virtual fitting solutions, powered by customer data, simulate how an item would fit based on body type, not guesswork.
These brands aren’t just reducing returns - they’re building trust, improving conversion, and making online shopping feel closer to the real thing.
Smarter Fit, Smarter Sustainability
As over 50% of returns are caused by size and fit issues, then helping shoppers get it right the first time is the most direct way to reduce environmental impact.
Rather than relying on free returns or pushing customers toward low-cost, low-quality products, fashion brands have the chance to make a bigger impact by improving the online journey. That means investing in technology that helps shoppers feel confident in what they buy - before it ever ships.
Sustainability doesn’t have to come at the cost of experience. In fact, improving the digital shopping experience is one of the most effective levers fashion brands can pull to reduce waste, improve margins, and deliver what today’s customers are actually asking for.
To read more on how we’re helping our clients tackle these problems, visit virtusize.com.
Fashion has become a prime target in the global conversation around environmental impact. Once praised for affordability and accessibility, fast fashion now faces intense scrutiny - from the carbon footprint of synthetic fabrics, to poor working conditions, to the mountain of clothing waste that ends up in landfills.
With the industry responsible for nearly 10% of global emissions - more than all international flights and shipping combined - pressure is mounting on all sides. Governments are tightening regulations, and in countries like Japan, the Sustainable Development Goals (SDGs) are pushing industries to slash emissions and waste by 2030. Fashion is no exception.
But the pressure isn’t just top-down. Consumers are demanding more accountability. A Rakuten Insight report found that nearly 45% of APAC consumers prioritize sustainable products, with Gen Z leading the way at 88%. What’s more - they’re even willing to pay more for it.
So with government mandates and customer expectations both rising, why isn’t fashion moving faster?
The Disconnect: Green Intentions vs. Real Behavior
Despite the popularity of sustainable messaging, the data tells a more complicated story. Take Shein, for example. While sustainable brands are growing, Shein - one of the most unsustainable ultra-fast fashion players - continues to double its profits year after year.
So what’s behind this contradiction?
One factor is price. Fashion is simply too cheap - and consumers are rarely asked to consider the environmental costs of their choices. Expecting everyday shoppers to research supply chains or material sourcing for every product they buy isn’t realistic. That’s the job of regulation, not the end user.
But another overlooked issue is this: the online shopping experience is broken - especially when it comes to fit.
Today’s shopping habits are digital-first. From Shein and Temu to global brands’ own e-commerce platforms, more customers are buying online than ever before. This shift has potential upsides - fewer physical stores and leaner logistics can reduce some environmental impact. However, the online experience still often lacks one critical element - confidence.
In a store, shoppers can try on clothes, ask for help, and know exactly how something fits. Online, they’re left guessing - relying on confusing size charts, inconsistent photos, and models that rarely reflect their own body type.
This uncertainty can lead to several responses by e-commerce brands:
- Make Everything Cheaper
Lowering the price means the cost of getting it wrong isn’t so bad. But this strategy creates disposable fashion - low-quality items that are worn once and quickly discarded. It’s the worst-case scenario for sustainability.
- Lenient Return Policies
Free returns reduce purchase anxiety. But they also drive “buy, try, return” behavior - leading to excessive stock turnover, emissions from reverse logistics, and increased waste. This model is expensive, unsustainable, and increasingly phased out by retailers.
- Fix the Experience Itself
This is where the real opportunity lies. Brands like Adidas, Under Armour, and Ralph Lauren are investing in tools that actually help customers get sizing right the first time. Virtual fitting solutions, powered by customer data, simulate how an item would fit based on body type, not guesswork.
These brands aren’t just reducing returns - they’re building trust, improving conversion, and making online shopping feel closer to the real thing.
Smarter Fit, Smarter Sustainability
As over 50% of returns are caused by size and fit issues, then helping shoppers get it right the first time is the most direct way to reduce environmental impact.
Rather than relying on free returns or pushing customers toward low-cost, low-quality products, fashion brands have the chance to make a bigger impact by improving the online journey. That means investing in technology that helps shoppers feel confident in what they buy - before it ever ships.
Sustainability doesn’t have to come at the cost of experience. In fact, improving the digital shopping experience is one of the most effective levers fashion brands can pull to reduce waste, improve margins, and deliver what today’s customers are actually asking for.
To read more on how we’re helping our clients tackle these problems, visit virtusize.com.
Fashion has become a prime target in the global conversation around environmental impact. Once praised for affordability and accessibility, fast fashion now faces intense scrutiny - from the carbon footprint of synthetic fabrics, to poor working conditions, to the mountain of clothing waste that ends up in landfills.
With the industry responsible for nearly 10% of global emissions - more than all international flights and shipping combined - pressure is mounting on all sides. Governments are tightening regulations, and in countries like Japan, the Sustainable Development Goals (SDGs) are pushing industries to slash emissions and waste by 2030. Fashion is no exception.
But the pressure isn’t just top-down. Consumers are demanding more accountability. A Rakuten Insight report found that nearly 45% of APAC consumers prioritize sustainable products, with Gen Z leading the way at 88%. What’s more - they’re even willing to pay more for it.
So with government mandates and customer expectations both rising, why isn’t fashion moving faster?
The Disconnect: Green Intentions vs. Real Behavior
Despite the popularity of sustainable messaging, the data tells a more complicated story. Take Shein, for example. While sustainable brands are growing, Shein - one of the most unsustainable ultra-fast fashion players - continues to double its profits year after year.
So what’s behind this contradiction?
One factor is price. Fashion is simply too cheap - and consumers are rarely asked to consider the environmental costs of their choices. Expecting everyday shoppers to research supply chains or material sourcing for every product they buy isn’t realistic. That’s the job of regulation, not the end user.
But another overlooked issue is this: the online shopping experience is broken - especially when it comes to fit.
Today’s shopping habits are digital-first. From Shein and Temu to global brands’ own e-commerce platforms, more customers are buying online than ever before. This shift has potential upsides - fewer physical stores and leaner logistics can reduce some environmental impact. However, the online experience still often lacks one critical element - confidence.
In a store, shoppers can try on clothes, ask for help, and know exactly how something fits. Online, they’re left guessing - relying on confusing size charts, inconsistent photos, and models that rarely reflect their own body type.
This uncertainty can lead to several responses by e-commerce brands:
- Make Everything Cheaper
Lowering the price means the cost of getting it wrong isn’t so bad. But this strategy creates disposable fashion - low-quality items that are worn once and quickly discarded. It’s the worst-case scenario for sustainability.
- Lenient Return Policies
Free returns reduce purchase anxiety. But they also drive “buy, try, return” behavior - leading to excessive stock turnover, emissions from reverse logistics, and increased waste. This model is expensive, unsustainable, and increasingly phased out by retailers.
- Fix the Experience Itself
This is where the real opportunity lies. Brands like Adidas, Under Armour, and Ralph Lauren are investing in tools that actually help customers get sizing right the first time. Virtual fitting solutions, powered by customer data, simulate how an item would fit based on body type, not guesswork.
These brands aren’t just reducing returns - they’re building trust, improving conversion, and making online shopping feel closer to the real thing.
Smarter Fit, Smarter Sustainability
As over 50% of returns are caused by size and fit issues, then helping shoppers get it right the first time is the most direct way to reduce environmental impact.
Rather than relying on free returns or pushing customers toward low-cost, low-quality products, fashion brands have the chance to make a bigger impact by improving the online journey. That means investing in technology that helps shoppers feel confident in what they buy - before it ever ships.
Sustainability doesn’t have to come at the cost of experience. In fact, improving the digital shopping experience is one of the most effective levers fashion brands can pull to reduce waste, improve margins, and deliver what today’s customers are actually asking for.
To read more on how we’re helping our clients tackle these problems, visit virtusize.com.
