City Chic sees lower returns in Mys Tyler FitCheck

City Chic Collective has recorded lower online returns in a FitCheck pilot from Australian fashion technology company Mys Tyler. The pilot covered sales in Australia, New Zealand and the United States.

The trial compared returns on 120 products in the 30 days after FitCheck was introduced with the 30 days before launch. Across 5,831 units sold, returns fell 7.5% overall, including a 6.7% decline in Australia and New Zealand and a 10% drop in the US.

Some individual products recorded return reductions of as much as 62%, according to Mys Tyler. The tool adds creator-generated fit reviews to product pages, including photos, videos and body data to help shoppers judge how garments may look before buying.

Online returns remain a costly issue for fashion retailers, as shoppers often send back items when fit or appearance does not match expectations. Mys Tyler cited wider industry estimates that up to 30% of online fashion purchases are returned, adding costs through logistics, handling, markdowns and inventory disruption.

Pilot details

The pilot used content from 19 Mys Tyler creators aged 21 to 59. They wore Australian sizes 12 to 22 and ranged from 153cm to 180cm in height. The group was intended to reflect a mix of ethnicities and body shapes.

FitCheck is designed to sit alongside standard campaign photography rather than replace it. On product pages, shoppers can view clothing on women with different body shapes and sizes, giving more context around fit and styling.

Sarah Neill, Founder and Chief Executive Officer of Mys Tyler, said the data pointed to a gap between what shoppers expect and what they receive. "People don't return clothes because they enjoy it. They return them because what arrived wasn't what they expected. FitCheck helps close that expectation gap."

Neill added: "For years the industry has focused on better size guides and product information to reduce returns. We're seeing encouraging evidence that authentic creator content can be just as important because it helps customers understand both fit and styling before they buy."

City Chic Collective tested the approach across its online retail operations in three markets. The company specialises in curve fashion and is listed on the Australian Securities Exchange.

Phil Ryan, Chief Executive Officer of City Chic Collective, said the early findings suggested the format could help online shoppers make decisions with more certainty. "Returns are a challenge every online fashion retailer faces, both financially and environmentally. This pilot gave us an opportunity to test whether creator-led shopping experiences could improve customer confidence. The early results are encouraging and we're looking forward to seeing how the approach performs across more products."

Human element

The trial is part of a broader push by retailers and technology companies to reduce return rates without adding friction to online shopping. Many tools on the market focus on sizing charts, virtual try-on systems and body scanning, but Mys Tyler argues that visual examples from relatable people address a different part of the buying decision.

Neill said creator material should not be seen only as a marketing tool. "Creator content has traditionally been viewed as a marketing asset. What this pilot suggests is that it can continue creating value long after a campaign ends by helping customers make more confident purchasing decisions."

Mys Tyler also pointed to findings from its own consumer research showing dissatisfaction with representation in online fashion imagery. According to the company, 81% of women do not feel represented by fashion advertising, while one in two said clothes looked different on them than they did on the model when shopping online.

Its consumer app, which matches shoppers with creators who have similar body types, has produced a return rate of 5.9% for items bought through the platform, Mys Tyler said. It positions FitCheck as an attempt to apply the same model directly on retailer product pages.

Neill said existing retail technology has often missed the emotional side of fit. "Despite billions invested in sizing tools, virtual try-ons, and body scanning technologies, the industry continues to miss one critical factor: the human element. Fit is about how a piece makes you feel. Does it suit your shape, your colouring, your life? For many women, style confidence doesn't come easily. But seeing someone you relate to wearing and styling an item? That builds trust. It's powerful social proof."