Magic Fit SS25
Your sizein 2 clicks.
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Trained on 100,000+ MTM garments. Built by fashion industry veterans.
01 / Conversion Motto
+6.6% Motto hid Magic Fit from half their shoppers for 30 days. The half who saw it converted more.
Randomised holdout
02 / AOV NIQUE
+30.7% Shoppers who trusted the fit added more to the basket.
Size confidence
03 / Adoption Boody
55% Offered Magic Fit or the brand's own size chart, most shoppers picked Magic Fit.
Shopper's choice
MF / IN MOTION 00:00 / 00:00
03 — How it works 0 garments
Magic Fit
Your size in 2 clicks
Made for mono- brands
Results you can trust
04 — FAQ
FAQS
How bespoke is it really?
We're coming from a bespoke clothing background at Citizen Wolf, and so making things one off / custom / perfectly tailored for the end user comes naturally to us. We want to extend that ethos and working process to software development. Almost everything within the UX is editable, apart from the input questions -- we can't ask fewer questions and we won't ask more from the user.
Do you need to be on Shopify?
No -- Magic Fit works on any ecomm platform.
Can anyone install Magic Fit?
Getting started begins with signing up for an account, not installing an app. You book a demo, sign your agreement, and set up billing. For Shopify merchants we then issue a private install link for the connector; on other platforms you integrate via our JS SDK or REST API, and we'll handle any front-end dev as part of onboarding.
Who does the onboarding?
We do 99.9% of the work so your team can focus on what they do best. You point us at your size charts and product data and tell us what good fit means for your brand; we handle the integration, the fit configuration and the QA. Where a connector exists we issue a private install link; anywhere else we do the front-end work as part of onboarding.
What do you need from us to get started?
Your size charts and whatever product measurements you already hold, plus your product team's fit intent if it is written down anywhere. We start with the styles covering at least 80% of revenue — usually your best sellers — and work down the long tail from there. Messy data is normal; sorting it out is part of onboarding, not a prerequisite for it.
We run several regional storefronts. Is that one account or several?
One. Brands run Magic Fit across several regional storefronts — NZ, AU and US, for example — on a single account. Connect as many storefronts, regions or channels as you need: one subscription covers all of them, and usage for every store reports into the same customer portal.
How will we know it is actually working?
Usage and results report into your customer portal from day one. If your store has the traffic for it, we can also run a randomised holdout during the trial — half your shoppers see Magic Fit, half do not — so you get lift measured against a control group rather than an estimate. One brand ran exactly that across 102,706 sessions and measured a 6.6% lift in conversion.
How does rollout normally work?
Robust trial data needs a minimum styles coverage of 80% revenue. In plain English, this means we start with your best sellers and work down the long tail to roll out progressively from there.
How does the install actually work?
Once you've signed up and activated your account in the customer portal, we issue a private install link for your storefront. Our connectors aren't listed in public app stores — they're issued to Magic Fit customers as part of onboarding, and they plug your existing account into your theme. Where there's no connector for your platform, you integrate via the JS SDK or REST API instead.
How does billing work?
Pricing is usage-based: you pay per size result or API call, billed directly by Magic Fit. Signing up with us sets up your account and your billing together — they're the same account — and one subscription covers every channel you connect, whether that's a platform connector, the SDK, the API or headless. Fees begin after your trial. You'll never be charged separately inside your store platform.
Is Magic Fit an app or a platform?
A platform. The sizing engine is channel-agnostic — the same engine, account and pricing whether you connect via a platform connector, our JS SDK or the REST API. A connector is one of several ways to plug your account into a storefront, issued to customers as part of onboarding rather than listed in a public app store.
Can I use Magic Fit via API or headless?
Yes. Magic Fit exposes a REST API and a JS SDK so you can integrate the sizing engine into any storefront — Next.js, Nuxt, custom builds, WooCommerce, or mobile apps. Same engine, same accuracy, same account and pricing as any platform connector. If you can make an API call or load a script, you can run Magic Fit.
Why does Magic Fit need age?
Long story short: age qualifies weight. The science of how weight gets distributed around the body is well understood, as is how that distribution changes over time (and it's different for men and women). There's a blog post on Citizen Wolf with a deeper dive if you want to learn more...
Why is 66% fewer clicks so important?
Great question. TL;DR The more barriers / clicks that you put in front of people online, the more they drop-off which reduces the number of people completing any experience. We've spent nine years refining Magic Fit to ensure the maximum amount of people get their results with the minimum amount of friction.
Why don't you ask the user for more information?
Great question and one we get asked all the time -- couldn't we get more accuracy if we asked more questions? The answer is emphatic yes, but... After 9+ years of testing via Citizen Wolf, we've found the perfect balance between accuracy and simplicity. More questions would increase accuracy, but it would also increase the amount of people dropping-off and not making it to the results page.
What does 94% accurate mean?
Quite simply, it means that we get it 'wrong' about 6% of the time. That said, this is a stat from Citizen Wolf relative to how often a custom-fit garment is wrong and how often we need to initiate a remake as a result. But it's the best proxy we have right now.
Can I really trust the results?
Excellent question, and one that we've had countless times over the years. Magic Fit interpolates over 196 million data points to arrive at a result, and we are standing on the shoulders of giants when it comes to the hard science of body measurements that underpins our technology. That science is well understood (and has been for decades), we're just applying it to the specific context of fashion. Long story short. Yes, you can absolutely trust the results!
Will Magic Fit affect my site speed?
No it won't. Magic Fit is a few lines of code and doesn't pre-load anything. It is completely optional on the user side — data transfer occurs only when somebody initiates the experience. This is true whether you're using a platform connector, the JS SDK, or a headless API integration.
Does Magic Fit scale with high-traffic events like Black Friday?
Yes. Magic Fit is deployed on AWS and we have access to infinite headroom to scale. So if your website can keep up with BFCM traffic, then so can Magic Fit.
Why don't you ask any questions about my competitors?
Firstly, we think it's insane for any monobrand retailer to install something that puts your competitors' brand in the customer's mind during the checkout process. Secondly, unlike other solutions, Magic Fit has been trained on the data required to actually make clothes -- over 100,000+ garments to be exact (via Citizen Wolf) -- so we don't need to know anything about their existing wardrobe. Finally, we're extremely confident that Magic Fit results are perfectly calibrated for the fashion context. We want to make it as easy as possible for people to get to their results as quickly as possible.
When is your customer service available?
We're a global software business, but we live in Sydney so our hours are 9 AM - 5 PM weekdays local time. We endeavour to get back to all existing customer enquiries within 24 hours.
What if Magic Fit stops working?
We haven't had that happen yet, but things can go wrong... Reach out as soon as you can and we'll get straight on a fix.
What's the deal with you and Citizen Wolf?
Magic Fit Pty Ltd (ABN 12 698 172 020) is an independent company — we're not owned by Citizen Wolf. Magic Fit was born inside Citizen Wolf in 2016 and spun out as a separate business in 2025. The two are now legally separate, and Citizen Wolf remains a close partner and our 'live' R&D lab.
What is a 'live' R&D lab anyway?
We started Citizen Wolf over nine years ago in early 2016, as a DTC fashion ecomm business and we've been refining the products, the technology, the customer service and every single facet of that business ever since. We're running performance ads every day so we know what it takes to drive traffic to your site. We're also looking at CAC and CPM and all the other metrics that are table stakes for successful ecomm businesses. We also know just how important it is to get good ROAS on every dollar invested. So that's why you should have confidence when you partner with us because we're not just selling you software. We're selling software backed by an intimate understanding of what it takes to run a successful fashion ecomm brand. We always knew the tech we were creating would have application beyond our single brand. And we always knew that running a brand would be our superpower for selling the tech. Yin/Yang baby!
Does Magic Fit help meet my ESG goals?
Yes. Magic Fit slashes your return rate by getting every customer to size confidence in only 2 clicks, which means lower overall carbon emissions for your company: Fewer returns means fewer garments going to landfill that cannot be resold post-return. Fewer returns also means fewer freight miles.