What 816 Boody Shoppers Told Us About Finding Their Size
6 min read
Between 27 August and 27 September 2026, Boody asked shoppers who’d used Magic Fit twelve questions about the experience: why they used it, what they’d have done without it, whether they trusted it, and how the size fit when the order arrived. 816 answered. This is what they said.
Who Answered
Everyone who answered had used Magic Fit on Boody’s store, so this is a picture of people who chose to try Magic Fit. Half were sizing a bra, a fifth underwear, and the rest apparel or a mix.
Why They Didn’t Use The Size Chart
A size chart assumes you have a soft measuring tape and are willing to use it. We asked.
Four in ten shoppers who used Magic Fit don’t own a measuring tape, can’t find it, or won’t use it.
That 41% breaks down as 22% who own a tape but weren’t confident or couldn’t be bothered, 12% who don’t own one, and 7% who have one somewhere but couldn’t find it. For all of them, a size chart is a wall.
Boody shopper survey, Sep 2026, n = 816
| Label | Value |
|---|---|
| No tape, can't find it, or won't use it | 41% |
| Own one and happy to use it | 59% |
The other 59% own a tape and are happy to use it, and they chose Magic Fit anyway. Asked why, most weren’t avoiding a measurement; they were unsure what a measurement means at Boody. 31% were new customers who didn’t know Boody’s sizing, and 39% were existing customers trying a new style who didn’t want to assume their usual size carried over. Magic Fit asks for height, weight, age and, for a bra, the size they wear now, and answers with a Boody size. 79% said the questions were very quick and easy, and among the shoppers who own a tape, 63% still called it easier than the size chart, 31% about the same, and 4% harder.
And they trusted it. When the recommendation appeared, 47% said they trusted it because the process seemed to consider things a size chart doesn’t; 31% were unsure, 14% had no strong reaction, and 7% said they generally don’t trust sizing tools. Then they bought: 68% bought exactly the size it recommended, and another 19% took its suggested adjustment, sizing up or down for a fit preference it had flagged. Nearly nine in ten followed it, and that held whether or not they owned a tape. It held for the doubters too: of the half who were unsure, indifferent or skeptical when the recommendation appeared, four in five went on to buy the size it gave them or take its suggested adjustment. Even among the shoppers who said they don’t trust sizing tools, two in three did.
What They’d Have Done Without It
Asked what they’d most likely have done if Magic Fit hadn’t been there, most would have fallen back on the chart or a guess. About one in ten would have been a lost sale: they’d not have bought, bought from a brand whose sizing they already knew, or needed customer service first.
Boody shopper survey, Sep 2026, n = 816. Lost sale: not purchased, bought from another brand, or contacted customer service first (9.7%).
| Label | Value |
|---|---|
| Lost sale | 1 |
| Would have used the chart, guessed, or checked reviews | 9 |
That one in ten is what people say about themselves after the fact, which usually understates it. Boody also ran a randomized holdout, hiding Magic Fit from half its shoppers for 22 days, and measured the same thing directly: about one in eight new customers wouldn’t have bought at all without it. That study, and what it’s worth in revenue, is here.
Did It Fit?
The question that matters. 775 of the 816 had received the size Magic Fit recommended by the time they answered; the rest hadn’t ordered yet, hadn’t received it, or had bought a different size. Of those 775:
Boody shopper survey, Sep 2026, n = 775 who received the size Magic Fit recommended; free-text answers classified by hand
| Label | Value |
|---|---|
| Kept the size | 97% |
| Exchanged or returned for fit | 3% |
97% kept the size Magic Fit recommended. 79% said it fit perfectly, 9% kept it with a comment about the garment rather than the size, such as one item of a pair running a little snug, how it felt after a wash, or wanting more support for a larger bust, and 9% said it ran big or small but kept it anyway, big twice as often as small. 3% exchanged or returned something for fit.
What They’ll Do Next
74% said they’d use Magic Fit again because it gave them an accurate size. 14% said they’d look for more sizing information next time because the size wasn’t quite right, and 4% said the experience left them trusting a size chart more.
Asked how the experience affected how they see Boody, 97% said it improved their view of the brand or left it unchanged, 46% and 51%, and 3% said it lowered it.
Boody shopper survey, Sep 2026, n = 816
| Label | Value |
|---|---|
| Unchanged or improved view of Boody | 97 |
| Reduced | 3 |
The Point
People don’t skip the size chart because they’re lazy. Four in ten can’t or won’t measure, and the rest aren’t sure what a measurement means at a brand they don’t know yet. Magic Fit captures shoppers a brand might otherwise miss, while improving brand perception with their target audience.
Methodology: Post-purchase survey sent by Boody to shoppers who had used Magic Fit on boody.com.au, 27 August – 27 September 2026, twelve questions, 816 responses. Respondents chose to use Magic Fit and chose to answer, so the sample describes Magic Fit’s users rather than all of Boody’s shoppers.
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