The rumours are true: Magic Fit® Sizes is no longer just a promise — it’s real, it’s live, and it’s working. Our very first integration is out in the wild with none other than the legends at Zorali.
And yep, it’s already making a huge difference slashing their return rate 20.2% after only 30 days – with enormous implications for other fashion eComm brands looking to reduce return rates.
Before we get into the nuts and bolts, we want to say a massive thank you to Cam and the entire Zorali team for taking the leap with us. These guys didn’t just believe in the vision — they backed it with time, trust, and data. Honestly, we couldn’t have asked for a better pilot partner.
“We don’t really have a returns problem…”
That’s what Cam said on our very first call — and at a glance, it was true. Their overall return rate was sitting at a modest 5%, which is pretty damn healthy in fashion eComm land.
But here’s the thing: a different picture emerged when we sliced the data...
Zorali isn’t just an apparel brand. They sell tents, backpacks, beanies, socks — all of which don’t have sizing issues. But once we drilled into the clothing category specifically, return rates were anywhere from 6 - 17% (depending on SKU), with an average 12% across the category.
So what looked like a “no problem” scenario at the top level turned out to be a big opportunity hiding in plain sight.
Moral of the story: if you’re only looking at aggregate data, you’re not seeing the full picture. Zoom in. The truth (and the margin) is in the detail.
Fast launch, real results
From discovery call to launch took just a few weeks — thanks in no small part to how responsive and switched-on the Zorali team has been.
We started with four products, then added a couple more. We tested internally, then calibrated post-launch. They gave us access to returns data, Google Analytics, Shopify — basically rolling out the red carpet so we could build the best version of Magic Fit® Sizes possible. That level of trust means the world.
And yeah, we made mistakes too. Like button copy.
We launched with:
❌ “Need help with your size?”
Which in hindsight sounds like you’re about to get stuck talking to a chatbot or someone from customer service. Not ideal. So we changed it to:
✅ “Find my size”
And usage instantly skyrocketed. Tiny tweak, massive impact. Just one of the many test-and-learn moments that are shaping how our size recommendation tool evolves.
Your size guide ≠ reality
One of the more interesting discoveries came from watching how Zorali staff interacted with their own fit tables. On certain products, the tables suggested everyone should be in the same size — but they weren’t. Different people preferred different fits based on how they actually wear the product, not what the size chart tells them.
That’s the exact disconnect Magic Fit® Sizes was built to solve. It’s not just about bust/waist/hip — it’s about fit preference, context, and helping customers make the right decision with confidence.
Small change, big impact
One thing we learned very quickly is that even minor tweaks make a big difference. Early on, Cam suggested removing the date-of-birth field in favour of just the year — something we hadn’t done before because it’s always been DOB at Citizen Wolf. But he was right, it made the UX faster and smoother.
So we changed it. Immediately. Because constant iteration is baked in to our approach with the suite of tools that together make up Magic Fit.
This is still just the beginning — but the feedback loop is already strong. We’re refining the product based on qualitative insight, quantitative usage data, and the realities of how customers interact with fit on-site. This isn’t a set-and-forget size recommendation tool.
Magic Fit is alive and we can't wait for your apparel brand to join us.
Magic Fit® Sizes is live right now at zorali.com — go check it out on their apparel products and see what we’ve been building.
And if you’re a fashion brand looking to reduce return rate in eComm or finally ditch the guesswork of sizing, learn more about Magic Fit® Sizes and how we can also reduce your return rate by >20%.
We’re just getting started.